Movember

Movember Custom Player Cards at AFL Gather Round Footy Festival 2024.

By meeting audiences where they were—at one of the AFL’s biggest fan events—Movember and Polite Playground were able to drive awareness, create a memorable experience, and establish lasting connections that will benefit future campaigns.

Objective

Movember’s ‘Ahead of the Game’ (AOTG) initiative is designed to build mental fitness in community football clubs. To launch this program in South Australia, Movember partnered with the AFL and Coles to reach fans during the high-traffic AFL Gather Round at Elder Park. The aim was to engage the public, amplify awareness of AOTG, and gather leads for future engagement—all in a fun, on-brand way.

Our Approach

Polite Playground designed and delivered an immersive activation: an Interactive Player Card Photo Studio. Using greenscreen integration and our custom-built software, attendees could create their own footy player cards, complete with club-specific designs. Photos were taken with a DSLR Studio Booth and shared instantly via social media, creating memorable moments and organic reach.

Execution

Over two days, our team managed the setup, operations, and customer experience for the photo activation. Key outcomes included:

  • 725 custom cards printed featuring club-specific branding
  • 515 high-quality photos captured with DSLR photography studio
  • Real-time social media sharing that extended the campaign’s visibility beyond the festival
  • AFL players participated (including Josh Dunkley), increasing engagement and photo appeal
  • Lead capture forms enabled Movember to collect email opt-ins for future communications and event updates

Impact

The activation successfully blended entertainment with purpose. It gave fans a chance to take home a personalized memento while deepening their connection to Movember’s mission. The engaging format helped start conversations about mental health in sport and extended AOTG’s reach across the South Australian football community.

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By meeting audiences where they were—at one of the AFL’s biggest fan events—Movember and Polite Playground were able to drive awareness, create a memorable experience, and establish lasting connections that will benefit future campaigns.