Tackle Your Feelings


Tackle Your Feelings is a mental health training program for community AFL clubs and coaches. It delivers mental health training to the community, helping local footy clubs improve the overall wellness of the club and build a supportive, positive culture for players, families and the broader community.

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  • Ascender were tasked with creating a brand for a nationally recognised mental health coaching and accreditation program. The design system comprised of marketing collateral and a website for program launch, with a view to extend the brand to include support tools. The ultimate goal of the project was to create a unique, engaging and motivating brand, that would drive behavioural change and create a positive and supportive legacy within the clubs.

  • A rigorous process of interviews (community coaches, psychologists, parents, ex-players and internal stakeholders) enabled Ascender to gain deeper understanding of mental health issues, the program, audience, competition and communication needs. We distilled the brand proposition ‘Champion Positive Action’. The design solution is authentic, motivating, positive and playful. The deep audience insights meant the core brand touchpoints embodied the proposition, reflected the needs of the audience and behaved with confidence and sensitivity to the subject matter.

  • The social impact of Tackle Your Feelings will reach across both metro and regional Australia. It will run as a pilot program to train 5,000 community coaches, 500 clubs and support 50,000 young people and families in 5 years. It takes the training program developed for elite AFL players to the community level, driving real change and support, particularly for those who may not have access to mental health support services. It removes the stigma of mental health within these communities by recognising the link between physical and mental wellbeing and empowering them to take action.

  • The program also allows coaches to gain the confidence and skills to identify mental health issues and access tools to proactively manage themselves and others. We provided a range of collateral including: Launch - Responsive custom website and WordPress CMS - E-signatures - Business cards - Social Media Banners - Video intro and outro and watermark captions - Keynote presentation template and tools - EDM templates event and news - Merchandise Phase 2 - Explainer video - Lead generation ebook, ebrochure, course outline. - On ground banners, branded gazebo, teardrop flags - Media wall