TAL Assister Support Program

A campaign that helped reshape how women’s strength is represented in sport. While it launched as an insurance platform for the AFLW, the real power came in challenging long-held cultural tropes — not just showing female athletes, but celebrating them as serious, skilled, and strong in their own right.

This was also a turning point in my own practice. It sharpened my interest in how brands can either reinforce stereotypes or help rewrite the rules — especially when it comes to visibility, gender and value.