The Matildas: 'Til It's Done
Business Challenge
Australia's women's football team was trapped in a vicious cycle. Declining government funding left players earning below minimum wage, keeping stadiums empty and signalling to government to keep cutting.
Strategic Unlock
Post-COVID Australia had lost its 'fair go' spirit, and the Matildas (a team of unconditional integrity who'd never stopped fighting for equality) were the perfect vehicle to reignite it.
Organising Idea
Hidden inside the team's own name was the answer. 'Til It's Done. Three words that gave the Matildas' never-quit spirit a national rallying cry.
Key Results
Government funding jumped from $1.55M to $33.5M per year ($134M across four years). 13 consecutive sold-out matches post World Cup. Post-Cup broadcast viewership averaged 970K+ vs a former record of 243K. 6 APAC Effie Awards including Campaign of the Year. And 'Matildas' was named Australia's 2023 Word of the Year.
