TAL: Assister, Women’s Sport and Collective Support

Due to societal pressures, girls and young women drop out of the sports they love. However, evidence consistently shows that those who stay in sport report higher confidence and long-term wellbeing.

The issue is often framed as an individual one, placing responsibility on girls to persist despite barriers out of their control. This work took a different position, focusing on the role of the environment around them rather than individual resilience.

Launched as part of TAL’s sponsorship of the AFLW, Assister invited fans to actively support players, reframing participation as collective rather than something to be earned. The idea shifted attention away from individual toughness and toward shared responsibility.

Rather than relying on familiar narratives of struggle or inspiration, the work positioned female athletes as serious, skilled players who perform best when properly supported. Strength was treated as a given, not something to be proved.

By encouraging fans to assist players on and off the field, the campaign helped create a culture where women felt supported in the games they love, reinforcing participation as belonging rather than exception.