Australian Rules Football is unique in many ways, one of them being the raising of team banners before games that the players run through.

This one-of-a-kind medium offered many advantages when it came to communications. Not only was it visible to the fans in the stands, it was something captured by the broadcast cameras before each game.

Repurposing this iconic medium, the Melbourne women’s team banner became The Breakthrough Banner - a physical manifestation of the barriers being broken by women.

For the whole season, each banner featured a different breakthrough inspired by the players themselves. On game day, they literally broke through their own banners, creating a powerful symbol for equality.

Written week by week, the words from player interviews dictated the breakthroughs displayed to the masses. The banners also featured the images of the players related to them.

As the banners were raised on match day, they players ran out to literally break through the banners they’d inspired.

The inaugural season began at the start of February 2017 and ended in late March 2017. From Melbourne, to Sydney and even as far as Darwin, wherever the team travelled to play, the banners travelled too. They were raised on the field every week, catching the attention of fans in the stands and the broadcast cameras.

After each breakthrough on the weekend, an online film was quickly released featuring the interviews of players that had inspired the banner, and the corresponding footage of them breaking through it.

Channels included:

- Match day ambient.

- Match day broadcast coverage.

- Online films (facebook/twitter).

The banners harnessed the reach of the broadcast cameras, and a responsive series of films released each week ensured their impact was felt beyond game day.

- Over 4 million people reached (Current Australian population 24.4 million).

- Covered in major metro press & featured as part of the AFL women’s league season promotion for no media cost.

- One 90 second film was ran by broadcaster Fox Sports in game for no media cost.

- The most successful social campaign in iSelect’s history.