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Special K and AFL ask women to ‘Rise with Us’ to inspire future female athletes

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By Charlotte McEleny | Asia Editor

January 9, 2020 | 3 min read

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Special K, a sponsor of the Australian Football League’s Women’s League, has partnered with the sports league on a campaign that it hopes will inspire more women to become athletes.

The campaign focuses on a film, directed by Suzanne Kim, which tells the story of AFLW athletes, taking elements of their professional work and personal lives.

The athletes sharing their lives in the ads include Moana Hope, Darcy Vescio, Chloe Malloy and Monique Conti.

Tamara Howe, marketing and corporate affairs director at Kellogg ANZ, said: “Special K is a proud founding sponsor of the AFL Women’s League and we wanted to do more to tell the stories of these dedicated athletes and fantastic role models that is relatable to all people.”

Darcy Vescio, for example, plays for Carlton Football Club while working as a freelance graphic designer. Moana Hope was signed by Collingwood and North Melbourne while caring full-time for her sister Vinny, juggling media commitments and running her own business.

Monique Conti is a dual-sport representative, playing for both ALFW’s Western Bulldogs and the Women’s National Basketball League’s Melbourne Boomers while studying a Bachelor of Business. Winner of the AFLW Rising Star Award and Chloe Malloy plays for Collingwood Football Club and studies a Bachelor of Sports Media, while also completing four internships.

Simon Langley, national chief creative officer at Wunderman Thompson, said: “To follow their dreams of playing AFL, these women have to work tremendously hard; from when they begin playing as kids to the challenges faced playing professionally. It’s been a privilege working with the Kellogg’s team and the AFL to help tell the stories of these women.”

Women’s football has been growing across the globe and many brands are stepping up to show support via ad campaigns and sponsorship support. Last month Visa unveiled a plan to help put Women’s Football further onto the global radar.

Kellogg’s: Rise with Us by Wunderman Thompson Sydney

By Kellogg’s

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