More than most sports, the NRL has a huge focus on their grassroots clubs and the communities that form around them. They currently run 13 different programs aimed at educating and improving not only players, but everyone involved in the club. A big element of this is what they call the ripple effect; if members of the community see people they look up to acting a certain way, they will emulate this. This focus on community isn’t new however – the main reason the NRL split from Rugby Union at the turn of last century was to better look after the welfare of the players.
While the NRL has been doing this community work for over a hundred years, not many people actually know about it. The Power for Change campaign aims to shine a light on these programs by telling the story of someone who has been positively affected by them.
The second story we’re telling is that of Joel Thompson, St. George Illawarra Dragons player and NRL State of Mind Ambassador. The State of Mind program aims to educate the leaders and senior players of grassroots clubs about mental health, with the aim of reducing the stigma around it.
The full 5 minute video will live online, with a 30″ second teaser airing on TV.
You can see the full Power for Change campaign here.
CREATIVE TEAM Emma Frizzell + Jonny Browne
ECD Matt Gilmour
AGENCY Archibald/Williams
PRODUCTION Occulus
POST Cutting Edge
CREATIVE DIRECTOR Finn Spencer
CLIENT National Rugby League