Sport

The AFL Players Association

The challenge

Who are we, what is our story and how might we foster a sense of belonging?

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The Story

As the official representative body for AFL/AFLW players, and player Alumni, the AFLPA asked us the most profoundest of questions.

Working with leadership, board, employees and player representatives in a consultative, immersive co-creative manner we embarked on a journey to find the answer to these questions.

At a pivotal time in the history of the national game, we wer  grateful to have been in the room where the importance of brotherhood/sisterhood, diversity and inclusion were discussed as foundational pillars to the organisation's strategy.

Our work

Stakeholder workshops
Interviews
Strategic reviews
Creative strategy
Verbal identity

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We are based in Melbourne, Australia, and our work is conducted across our nation and in various cities around the world. We acknowledge and pay respect to the past, present and future Traditional Custodians and Elders of the nation we live and work in and the continuation of cultural, spiritual and educational practices of Aboriginal and Torres Strait Islander peoples.

Our commitment to Indigenous Australia

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