Be a Champ
The ‘Be A Champ’ campaign encouraged players to take mental health serious by getting Tackle Your Feelings involved with their club. The message played on the term ‘champ’ as a tongue in cheek insult for calling someone a champion. The content celebrates the ‘real champions’ as those who take care of their teammates on and off the field. The content was viewed over 200k times on socials to launch the local footy season.
adroitly case study
We helped Tackle Your Feelings with campaign strategy, positioning & creative execution.
In 2023, mental health program ‘Tackle Your Feelings’ asked us to help grow their brand. As part of the AFLPA and supported by Zurich Insurance, TYF run workshops in local footy clubs that encourage and support positive mental health practices.
The board members of local footy clubs are a hard to reach audience, they needed a new way to get in front of the decision makers, so we repositioned their marketing to target the players with a message that would encourage them to influence the decision makers at the club about getting involved with Tackle Your Feelings.
By repositioning the message to the player audience, we were able to introduce the topic in a new light, partnering with recognisable and relatable content creators and using humour to cut through with a traditionally serious topic.
Can we help you brand + people grow?
Wade Kingsley: wade@adroitly.au or 0402115500
Ben Lucas: ben@adroitly.au or 0437370866
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