AFLW athletes star in TAL’s new campaign to highlight its TAL Assister Program via Bastion

TAL, the official life insurance partner of the AFLW, has today announced new initiatives supporting athletes on and off the field through the TAL Assister Program. To mark the partnership TAL has launched a new campaign via Bastion.

Launched in 2023, the program compliments TAL’s partnership with the AFLW, supporting AFLW players through sponsorship, flexible career opportunities and positive engagement. It includes sponsorship of AFLW doctors and physios providing on-field support, and of Workplay, powered by John Holland, to assist players build successful off-field careers. TAL is also funding a new career mentoring program.

This year, TAL has collaborated with AFLW athletes who have shared stories in a film celebrating the people whose off-field assists have made them the players they are today.

“It’s often the small, everyday acts of support that help us be our best,” said Hawthorn FC Captain, Emily Bates, who features in the TAL Assister film alongside GIANTS player, Aliesha Newman and Sydney Swans player, Ally Morphett.

TAL chief customer and brand Officer Alex Homer said the TAL Assister Program is aligned with TAL’s focus of helping Australians to be well protected and supported in building a life for themselves and their families: “In sport, an assist symbolises teamwork and enabling others to shine. What we wanted to highlight in this campaign – and what we heard from AFLW players – is while an assist on the field is one thing, in life, it can often mean so much more.”

This year the TAL Assister Program will also fund 12 scholarships for emerging AFLW talent to receive bespoke leadership training dedicated to empowering emerging talent to reach their full potential by embracing their experiences and skills learned through sport.

Says Homer: “Our goal is to play a part in helping AFLW players to achieve in their careers, on and off the field.”

TAL’s three-year partnership with the code commenced in 2023, with sponsorship agreements with the AFLW, as well as with the Sydney Swans, GIANTS and Hawthorn FC AFLW teams.

TAL is an employer partner of Workplay, with several flexible employment opportunities available to AFLW players on the platform. Workplay addresses challenges facing many athletes, connecting them to flexible employment, education and career opportunities.

Learn more about how the TAL Assister Program is helping women play on here.

TAL
Alex Homer – Chief Customer & Brand Officer
Antony Wilson – General Manager, Brand & Communications
Michelle Singer – Head of Brand
Joline Samawi – Senior Brand Manager
Amber Lowings – Brand Manager

Publicis Sport and Entertainment
Will Koukouras – National Director of Sport & Entertainment
Patrick van Breugel – Partnerships Manager of Sport & Entertainment

Bastion
Matt Robinson – Managing Director
Ben Hourahine – Chief Strategy Officer, Digital Brand
Simon Langley – Group Chief Creative Officer
Ernesto Sumarkho – Creative Lead
Thomas Marcusson – Creative Director
Kelly Henderson – Group Client Director
Sarah Chamberlain – Senior Client Manager
Hannah McHardy – Senior Strategist

Production – Bastion Make:
Carolyn Starkey – Executive Producer
Raquel Abi Ghosn – Junior Producer
DP/Director – Ryan Kermond
Ben Zemanek – Senior Editor