Whilst diversity and inclusivity is being championed across industries, representation in sports in severely lagging behind. Most notably whilst there are out players across soccer, rugby and more, there and 0 players that openly identify as LGBTQI+ in the AFL. This is statistically impossible. So how could we use that knowledge to help HSBC start a conversation?
A simple clash of the thing that celebrates and immortalise players with our zero out players stat.
A statue of an empty pair of football boots, yet to be filled by a LGBTQI+ player within Australian Rules Football.
Unveiled outside of the SCG the statue immediately grabbed news attention. Resulting in 1.7m+ reach and starting conversation about diversity and amongst footy circles.
Then, we brought ‘The Stand For Pride’ to game day. 220+ fans stood in the boots to show their allyship and support for the first openly LGBTQIA+ male player that is yet to come.