HWQld and BCM Group unveil Queenslandher campaign for State of Origin

Health and Wellbeing Queensland (HWQld) and BCM Group have teamed up with the Queensland Maroons women to reimagine Billy Moore’s iconic chant for a ‘Queenslandher’ chant and campaign

The announcement:

Health and Wellbeing Queensland (HWQld) and BCM Group have added an important letter to Billy Moore’s iconic Maroon’s chant, to create some noise for the strong women representing Queensland in the 2021 Ampol Women’s State of Origin. The 90” Queenslandher film, part of a content series celebrating all players, shows Harvey Norman Queensland Maroons Captain Ali Brigginshaw and her team gearing up for battle, to the sound of re-imagined catch cry – Queenslandher.

Health and Wellbeing Queensland Chief Executive, Dr. Robyn Littlewood, says she hopes hearing Queenslandher ring out from the Sunshine Coast Stadium on June 25 when the film airs, will give players some extra encouragement and support.

“These women are some of the strongest, healthiest and most tenacious in our state and they’re experts at maintaining their own health and wellbeing. So we wanted to give them a platform to share their stories and empower other women and girls, and Queenslanders to follow their sporting dreams and live happier, healthier lives,” she said.

Since airing on social media three weeks ago, the campaign has picked up national momentum, garnering the support of media and sporting personalities including Karl Stefanovic, Wally Lewis, Jonathan Thurston, Corey Parker and Sam Thaiday, as well as professional sports personalities and young female players in the making.

The State of Origin partnership is the second phase of Queenslandher, a campaign originally established throughout COVID-19 in December 2020 by Health and Wellbeing Queensland and BCM to celebrate the strength and determination of Queensland women.

BCM creative duo Andy Ward and Meg Jenkins said Health and Wellbeing Queensland’s partnership with the Queensland Rugby League presented a rich creative opportunity for the second phase of the Queenslandher campaign.

“We knew the State of Origin women would have incredible stories to tell, and we weren’t wrong. Getting those stories out there with Health and Wellbeing Queensland while also urging Queensland to get behind the women’s team has already brought more attention to the game which we’re thrilled about,” they said.


Client: Health and Wellbeing Queensland
Chief Executive Officer: Dr Robyn Littlewood
General Manager: Gemma Hodgetts
Communications and Engagement Manager: Clare Murray
Communications Advisor: Stacey Miotto
Creative and Media Agency: BCM Group
Managing Director: Phil McDonald
Senior Conceptualiser: Andy Ward
Copywriter: Meg Jenkins
Group Account Director: Alan Kewley
Account Director: Angela Rogers
Agency Producer: Holly Hayes
Senior Publicist: Nicholas Price
Production Company: Light & Shade
Postproduction Company: Light & Shade
Producer: Emma Horne
Director: Julia Holmes
DOP: Matt Bamkin
1st AC: Aaron Bottero
HMU: Jane Heta
Editor: Rohan Cooper
Assistant Editor: Carmen Bensley
Online Editor: Rohan Cooper
Colourist: Rohan Cooper
Music: Audio Network
Sound Design: Rosco Audio

Source: BCM Media Release


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