Holden backs AFLW links with new campaign tackling diversity and body image issues

The launch of the AFL Women’s League on Friday has seen a host of advertisers backing the competition, with Holden creating an entire campaign around its partnership with Collingwood..

Holden's AFLW campaign tackles issues of diversity and body image.

Holden’s AFLW campaign tackles issues of diversity and body image.

The campaign is set around Collingwood footballer Moana Hope and runs from a full-blown 140-second profile piece to a traditional 30-second spot and a series of 15-sec ads which are believed to have been created through Holden’s sports sponsorship arm.

Focusing on issues of diversity, discrimination and body image, Hope talks about magazine photographers asking her to cover her tattoos and responds with the line: “We are not out their to be models, we are out there to be footballers”.

“People need to stop looking at someone and going this is how you should look.”

The ads finish with Holden’s current tagline, “Let’s Go There”.

Using the idea of “Let’s Go There Moments”, the footballer also talks about her love for the sport and the joy of giving everything for a team as well as many of the issues she has faced, urging people not to let themselves be defined by what people say or think about them, but to chase their dreams.

The campaign features a series of 15-second breakdowns.

The league has managed to attract a host of major supports including headline sponsor NAB as well as Rebel Sport and Wolf Blass


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