Brief Explanation

Every week, during the history-making first season of the AFL’s (Australian Football League) Women's competition, a new team banner was ceremoniously erected on the football field for the Melbourne Demons women’s team to run through. Each banner featured a different breakthrough inspired by the players to become a physical manifestation of the barriers broken down by women who thought they’d never play football. On game day, the players broke through their banners, creating a powerful symbol for equality to inspire the next generation of female footballers. The banners featured in the AFL’s in-game television coverage, furthering the campaign’s reach without any media cost.