Week 12 - Sir Doug Nicholls Round
For Rounds 10 and 11 the AFL launched its celebration once again of the Sir Doug Nicholls round.
Pictured above we see the Victorian based clubs with a representative each showing off the designs of their jerseys that aim to celebrate the contributions of the Aboriginal and Torres Strait Islanders in Australian Football history. This year marked the 30th year anniversary of the historic Mabo decision, where the High Court of Australia recognised the traditional ownership of land and country. The launch occurred across many states, in WA Bill Dempsey was present and named the 2022 Sir Doug Nicholls Honouree. AFL CEO Gillon McLachlan said Dempsey exemplifies leadership both on and off the field. Gil was quoted as saying “Sir Doug Nicholls Round is an important occasion for the whole football industry to celebrate and thank Aboriginal and or Torres Strait Islander players, volunteers, administrators and umpires past and present for their contributions and commitment to the game.” In week 12, our last class of the semester we covered the final stage with in depth analysis of the campaign. Evaluation of the campaign presented includes measuring the success, if the objectives were met and if there were any factors that prevented them from being achieved.
In analysing the AFL’s campaign of launching the 2022 Sir Doug Nicholls round, I believe they were overall very successful. A large component to their success of earned media comes with the incredible jerseys often designed by players or someone within each club and looking across social medias they were a big hit.
