For decades, black armbands have been worn on the football field to honour a death in the community. For TAC and AFL Victoria’s 2021 partnership, we gave every football captain, club, and onlooking community a new kind of armband to wear. A reminder that we all have someone to drive safely for.
To launch the ‘Band Together’ campaign, voices from the community came together to tell their story on film, including AFL legend Brett Ratten, who tragically lost his son Cooper to a road accident in 2016. The TVC also includes a mother, local shop owner, policeperson, local club captain and coach, speaking alongside the St Kilda Senior Coach.
The ‘Band Together’ campaign spanned TVC, Radio, OOH, Social, Digital and Activation with over 700,000 wearable armbands and 1,250 Victorian football and netball clubs participating.
During the games, we documented the splitting of the medals. Giving recipients, living donors and deceased donor’s families an opportunity to tell their unique stories of adversity
and gratitude.
From the footage compiled, we created the documentary ‘Second Chance Champions’ to amplify the message - essentially hiding an organ donation drive in a sports doco.
