AFLW is moving the game forward with a new branding that puts women at the centre.
The AFL has launched a new brand positioning for AFL Women's (AFLW) in time for the opening round next week.
GenW, created by Clemenger BBDO Melbourne, aims to celebrate the diversity of AFLW's fan base, including older women denied the chance to play to younger girls taking up the sport.
The 30-second spot features people from different backgrounds enjoying the game.
AFLW and female football marketing manager Katie Hynes said it wanted to show that the game is for everyone.
“It’s brothers playing alongside sisters, the dad who is proud, the women who never got to play and those who show us they can,” Hynes said.
“GenW is a term that encapsulates the many and varied individuals that come together to make female football the force it has become. It is an opportunity to emphasise that women’s football is much bigger than the game itself.”
The campaign rolls out across TV, digital, out of home, social and at matches throughout the football season.
