Client

The Australian Football League (AFL)

Design requirement

Design the creative concept for the 2008 AFL Auskick campaign and apply to all printed collateral.

The audience

Australian children aged 5-13, including the 160,000 registered participants in the NAB AFL Auskick program, and their parents.

The challenge

To communicate two different messages about activities and opportunities within the NAB AFL Auskick program – through the same collateral. Children need to know the fun and excitement of participation, while their parents need to be informed on the educational and developmental benefits for their children. The concept must drive re-registration and recruit new members.

Our approach

We created a central design and theme to engage children and parents. Using bright colours, friendly, approachable images and clear concise text, the participation poster was developed. This style was rolled out across all collateral (including recruitment forms, manuals, stickers, magnets, certificates and a digital campaign) to reiterate the strength of the NAB and AFL brands. The web department of The Slattery Media Group created the Auskick website landing page, electronic letter and online game – the NAB AFL Auskick goal kick challenge. This was a creation that progressed the AFL Auskick campaign from traditional publishing fields into the new media environment.

The result

Participation in AFL Auskick in 2008 has increased with an estimated 170,000 children having registered. Children identify with the AFL from a young age, creating family involvement in the AFL game Australia-wide. The online media has reached a new audience and this will continue to grow and evolve for the 2009 campaign.

Services Provided

• Project management
• Concept development
• Graphic design
• Photo shoot
• Photo selection
• Photo correction
• Print management
• Distribution co-ordination
• Digital services