During the 2022 Toyota AFL Premiership Season, Gemba had the opportunity to lead a range of fantastic initiatives addressing accessibility and inclusion in footy as part of delivering the Toyota Good for Footy program.
Toyota aims to empower all ages and abilities to participate in the great game of Australian Rules football, and together we shone a spotlight on these initiatives during the Toyota AFL Finals Series, the Toyota AFL Inclusion Carnival and Toyota Wheelchair Championships.
Throughout much of Australia, September means one thing, footy finals. But with one in six Australians being deaf or hearing impaired, Toyota wanted to ensure that every fan could maximize their at-match experience.
Supported by the AFL, Toyota facilitated the integration of AUSLAN interpreters at each Finals Series match and included closed captioning on stadium big screens during the club songs. Toyota invited students from the Victoria College of the Deaf to these matches to experience the passion first-hand.
The Toyota AFL Inclusion Carnival is the pinnacle event for all footy players with an intellectual disability, and this year the event took place in the Barossa Valley, South Australia. Gemba helped ensure media promotion and video content reflected the excitement and positivity of the festival, and that every athlete can play the game they love and be supported in their passions.
Continuing their support of accessible pathways in AFL, the Toyota AFL Wheelchair Championships took place in November in Victoria. Gemba was proud to be a part of this dynamic and highly competitive event that is supported by leading brands, rightsholders and broadcasters ensuring that these athletes have a platform to showcase their stories and inspire others to participate.
Stephanie McKenzie, Head of Client Services at Gemba said “Gemba is proud to work with Toyota and the AFL to make meaningful contributions to inclusivity and diversity in sports and entertainment. ”As marketers, we’re passionate about ensuring that diverse fans and athletes are being considered and represented. Gemba is proud to be on that journey with our clients and rights-holder partners, contributing to improved accessibility in our industry”.