Agency
Football Australia aimed to secure more than $12 million in football commitments in the lead up to the 2022 Federal Election, we needed a creative way to cut through the election noise.
With only 35% of facilities female friendly in Australia, the challenge became our opportunity
Primary conceived and implemented the Equaliser campaign to specifically target election commitments which would deliver an equaliser for female footballers via facility upgrades.
65% of Football Australia members said investment in their local community football club would influence who they vote for
8% of Football Australia members felt football currently received its fair share of funding compared to other sports.
The goal of the Equaliser campaign was for all football facilities to be equal, promoting equivalent opportunities of access for both males and females.
Primary delivered government relations, media and creative execution for the three-month project.


Equaliser secured $18 million in election commitments, 150% growth on the last election
13 projects committed across five States
NSW received the highest number of project commitments during the campaign
WA received the highest $ commitments ($6.95m)
Pitched Equaliser stories to media outlets delivering more than 35 reports which went global
Nearly 10,000 page impressions at www.equaliser.org.au
Every MP is aware of facilities that need equalisers
Accreditation has now begun creating tension between those facilities already recognised and those not yet recognised.
In September 2022 the NSW Government announced $6 million to help build or upgrade community infrastructure and boost female participation.
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