Initially hesitant, Dema's father Stephen is now the team’s number one supporter, encouraging her along the way and ultimately to participate in the 2017 Female National Diversity Championships. "As we embark on the final rounds of the second NAB AFL Women's season, Dema's story is a reminder to all of us – players, coaches, administrators and fans – that together we're inspiring the next generation," he said. AFL CEO Gillon McLachlan said the campaign was inspirational for all levels of Australian Football, from the grassroots through to both the elite men’s and women’s competitions. Watch all of greatest moments as an incredible season was capped off with an even…, Watch the standout highlights from a home and away season like no other, Watch the best highlights from the final round of the home and away season, Watch the best highlights from one of the most action-packed rounds of football…, Watch all the best highlights from a thrilling week of football, Watch the best highlights from a thrilling round of football, Watch all the best highlights from a wonderful Sir Doug Nicholls Round, Watch all the best highlights from a jam-packed week of football, Watch all the best highlights from a thrilling round nine, Watch all the best highlights from a thrilling round eight, Watch all the best highlights from an electrifying round seven, Dustin Martin could just be the greatest finals player we've ever seen after this…, Mason Cox is the Carlton Draught Man of the Match after his heroics against the West…, Jarryn Geary is the Carlton Draught Man of the Match after his heroics against the…, Retiring Hawthorn small forward Paul Puopolo ends his outstanding career with a…, Christian Petracca had another standout performance in Melbourne's win against…, Jordan De Goey shows he hasn't lost his brilliance in his first game for almost two…, Tim Kelly was the hero for the Eagles after being involved in just about every West…, Enjoy the frenetic final moments between the desperate Blues and Swans at Metricon…, Christian Petracca hauled the Demons over the line and kept their finals hopes alive…, Jeremy Cameron has a new partner-in-crime in Jake Riccardi, with the pair combining…, Power forward Charlie Dixon slots four goals, the most he's bagged in a game since…, Returning Bomber Joe Daniher was the catalyst in his side's remarkable fightback…, Nat Edwards, Mel Hickey and Sarah Black wrap up the 2020 NAB AFLW Draft, Non-Victorian recruits get to meet their new teammates, New Tiger Ellie McKenzie discusses her emotion at being selected with the No.1 pick, Richmond selects Ellie McKenzie with the No.1 pick, Darryl White speaks to aspiring AFLW players from Gold Coast's Academy, Laquioiya and…, Young gun Lily Postlethwaite didn't have to wait long to make her debut after being…, Carlton's didn't take long to read out the name of Lucy McEvoy at pick 2 and the…, She lit up the U/18 championships and the player with the rock star name didn't take…, Local Brisbane club, the Yeronga Devils, are the epitome of inclusion. The Toyota AFL Finals are here and one team is going to write a new story - don't miss your chance to be there to witness it. Don't believe in never - The Bankstown Bull Sharks Dema, a young Muslim girl from Bankstown, had no interest in AFL until she was introduced to the sport by her PE teacher You can access more content with Watch AFL. From 2019, fans will no longer be able to subscribe to AFL Live Pass through the AFL website. The AFL today released its 2018 campaign, Don't Believe in Never, showcasing three remarkable stories centring on passion, dedication, overcoming adversity and ultimately triumph within the game. Watch Now ... AFL Live Pass is required to view AFL.TV & Match Replays. Their persistence delivered Richmond their first Grand Final victory in 37 years on Saturday  September 30, 2017. Regularly training on Lance Franklin and being guided by some of the team's best in Josh Kennedy and Dan Hannebery, Aliir is fulfilling his dream, and the dream of so many kids, in being a leading AFL footballer. Their persistence delivered Richmond their first Grand Final victory in 37 years on Saturday  September 30, 2017. Born to Sudanese parents in a Kenyan refugee camp, before immigrating to Brisbane before Perth, Aliir has taken one of the most unusual paths to the AFL's elite game.Aliir playing basketball with Sydney stars Josh Kennedy, Luke Parker, Buddy Franklin and Jarrad McVeigh. >> Click here to watch these inspiring films. Having initially been overlooked by recruiters and believing he would never make it into the AFL, Aliir is now part of the Sydney Swans. { “Thankfully, we didn’t have to look too hard to find the latest batch of stories, and can’t wait to watch new narratives emerge throughout the 2019 season.”. Last year’s campaign launch featured Dema, a footballer from a Muslim family in western Sydney who had a passion for AFL despite her father initially forbidding her from playing. Stop this. “Whether it’s on a Saturday at a suburban footy ground, or at the MCG on Grand Final Day, these films show that this game can win over every heart and create opportunities no matter the level of play. However, you can still subscribe via the Apple App Store or the Google Play. Any tips or comments will go straight to the Mumbrella editorial team. The short films have been created by the AFL with the creative agency Clemenger BBDO Melbourne and will be released today on the channels of Seven, Foxtel and the AFL website and social media platforms. You can access more content with Watch AFL. Campaign: In 2018, Don't Believe in Never, Bomber blow with defender out for 12-14 weeks. Sydney Symphony Orchestra launches new branding via Principals, Domino’s prepares for State of Origin by reuniting footy rivals in Half ‘n’ Half campaign, Starcom nabs ANZ media accounts for Miele, Ten’s Melbourne Cup coverage slips to 1.410m metro viewers despite lockdown impact, The best way to make a point isn’t with data, COVID-19 comms strategies have shown us empathy is everything, Google’s huge market share doesn’t automatically make it a monopoly, The single biggest risk for any business right now is inertia, Andrew Dalton on Car Expert’s revenue model and why advertising car brands on car sites is a lose-lose, How to share ideas while working remotely? The first story of 2019 features US basketball player Mason Cox, who attracted widespread disdain from fans before becoming a club hero for Collingwood in … The latest and best AFL and Club news, video and special offers tailored to your preferences and delivered free to your inbox daily. Dema is a young girl of Muslim background from Bankstown, NSW who had no interest in AFL. (function() { Which clubs give up the most Fantasy points per position? The three stories will be highlighted through short films, featuring Damien Hardwick’s leadership…Read more › With the 2018 Toyota AFL Premiership Season nearly upon us, Mr McLachlan said that Aliir and Damien's stories stood out for what's possible and provided hope for the year ahead. "The common thread of these three stories is that at one point in their lives the subjects made a conscious decision that never was not an option and Australian Football has provided a vehicle for their personal successes," Mr McLachlan said. The latest and best AFL and Club news, video and special offers tailored to your preferences and delivered free to your inbox daily. That all changed when a teacher from her school introduced AFL to their PE classes and her love of the game began to grow. This content is unavailable in your region. From 2019, fans will no longer be able to subscribe to AFL Live Pass through the AFL website. } Dema is a young girl of Muslim background from Bankstown, NSW who had no interest in AFL. The three stories will be highlighted through short films, featuring Damien Hardwick’s leadership of the Richmond Tigers to the 2017 Toyota AFL Premiership, Sydney Swan Aliir Aliir’s journey from a Kenyan refugee camp to playing in the AFL and Dema a member of the Bankstown Bull Sharks, a multicultural team of teenage schoolgirls in Western Sydney. Read More. With the 2018 Toyota AFL Premiership Season nearly upon us, Mr McLachlan said that Aliir and Damien’s stories stood out for what’s possible and provided hope for the year ahead. "Whether it's on a Saturday at a suburban footy ground, or at the MCG on Grand Final Day, these films show that this game can win over every heart and create opportunities no matter the level of play. } The AFL has launched its 2019 season campaign by Clemenger BBDO, building on last year’s Don’t Believe in Never positioning. Don't believe in never - Richmond The story of the Richmond Football Club and their journey to Premiership glory, as told by Damien Hardwick ... AFL Live Pass is required to view AFL.TV & Match Replays. By clicking 'Accept' on this banner or using our site you accept our use of cookies. Send Mumbrella your thoughts or provide us with more information by filling out this form. "As we embark on the final rounds of the second NAB AFL Women's season, Dema's story is a reminder to all of us – players, coaches, administrators and fans – that together we're inspiring the next generation," he said. Richard Williams and Ant Phillips, creative directors, Clemenger BBDO Melbourne, added: “We launched Don’t Believe in Never to showcase the disproportionate number of amazing stories that are generated through this game we call AFL, and the response was incredible, including Seven commissioning a 30 minute program based on our campaign last year. Initially hesitant, Dema’s father Stephen is now the team’s number one supporter, encouraging her along the way and ultimately to participate in the 2017 Female National Diversity Championships. Don't Believe In Never. Roy, Calvin and Warnie are…, The upcoming bye rounds could sway trade decisions as the Fantasy tips fly thick and…, Roy, Calvin and Warnie name some of their favourite trade targets for this week, Roy and Warnie look at some options and discuss trade strategy for round 11, Roy, Calvin and Warnie look at the key things to know for the Monday-Friday round of…. You don't need to include your details, but if you want us to reply, please include a valid email address. To view the Don’t Believe in Never films visit: thenevers.afl, With 2020 marking 50 years of Football on the Downs, we look back at the past decade of Senior Football and the dominant teams and individuals of the Senior... [more], The Toyota AFL National Volunteer Awards recognise outstanding volunteer contributions across nine categories. However, you can still subscribe via the Apple App Store or the Google Play. “AFL is a game like no other.” Trade options for each position are discussed for the Fantasy preliminary finals, Roy names some bargains to consider for the semi-finals, It's finals time in Fantasy and you need to make your trades count, An early start to the round needs some careful planning. Aliir Aliir and the Swans superstars One of the most inspiring stories in the AFL is the journey of Aliir Aliir. The AFL today released its 2018 campaign, Don't Believe in Never, showcasing three remarkable stories centring on passion, dedication, overcoming adversity and ultimately triumph within the game. })(); Interested in being a coach? Watch all of greatest moments as an incredible season was capped off with an even…, Watch the standout highlights from a home and away season like no other, Watch the best highlights from the final round of the home and away season, Watch the best highlights from one of the most action-packed rounds of football…, Watch all the best highlights from a thrilling week of football, Watch the best highlights from a thrilling round of football, Watch all the best highlights from a wonderful Sir Doug Nicholls Round, Watch all the best highlights from a jam-packed week of football, Watch all the best highlights from a thrilling round nine, Watch all the best highlights from a thrilling round eight, Watch all the best highlights from an electrifying round seven, Dustin Martin could just be the greatest finals player we've ever seen after this…, Mason Cox is the Carlton Draught Man of the Match after his heroics against the West…, Jarryn Geary is the Carlton Draught Man of the Match after his heroics against the…, Retiring Hawthorn small forward Paul Puopolo ends his outstanding career with a…, Christian Petracca had another standout performance in Melbourne's win against…, Jordan De Goey shows he hasn't lost his brilliance in his first game for almost two…, Tim Kelly was the hero for the Eagles after being involved in just about every West…, Enjoy the frenetic final moments between the desperate Blues and Swans at Metricon…, Christian Petracca hauled the Demons over the line and kept their finals hopes alive…, Jeremy Cameron has a new partner-in-crime in Jake Riccardi, with the pair combining…, Power forward Charlie Dixon slots four goals, the most he's bagged in a game since…, Returning Bomber Joe Daniher was the catalyst in his side's remarkable fightback…, Nat Edwards, Mel Hickey and Sarah Black wrap up the 2020 NAB AFLW Draft, Non-Victorian recruits get to meet their new teammates, New Tiger Ellie McKenzie discusses her emotion at being selected with the No.1 pick, Richmond selects Ellie McKenzie with the No.1 pick, Darryl White speaks to aspiring AFLW players from Gold Coast's Academy, Laquioiya and…, Young gun Lily Postlethwaite didn't have to wait long to make her debut after being…, Carlton's didn't take long to read out the name of Lucy McEvoy at pick 2 and the…, She lit up the U/18 championships and the player with the rock star name didn't take…, Local Brisbane club, the Yeronga Devils, are the epitome of inclusion.

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