Department Of Planning & Community Development Victoria – AFL


The AFL Multicultural Program had been running for six years and a decision was made to bring in external corporate partners through the creation of a new integrated program.


Our challenge was to create a data driven upgraded multicultural engagement program combining fan engagement through the AFL Clubs, participation through Auskick, and a review of diversity policies and HR.

We were to complete a major survey of school children on sport behaviours and preferences to evaluate impact of the program and design an upgraded and integrated version for commercialisation.

Key outputs/outcomes

Four-thousand surveys were completed, an evaluation of eight AFL Clubs’ multicultural programs, design of new AFL Program across participation, fan engagement and talent identification. Commercialisation plan executed, securing NAB and Australia Post as partners.


Dr. Yayan G.H Mulyana, Consul General of the Republic of Indonesia in Sydney.

Firstly, I hope this letter finds you well.

As the 2017 Total BWF Sudirman Cup approaches, I believe that the preparations for this important event will now be in full speed and witl1 your experience in organising such international events, the Sudirman Cup will be a successful one.

In that regard, I wish to extend to you that in my capacity as Consul General for Queensland, as well as New South Wales and South Australia, my team and I, as well as the Indonesian Communities here in Australia, particularly on the Gold Coast, are very supportive of your involvement in such an event.

Furthermore, please be assured that my office and I are ready to collaborate on segments of the event that require our involvement of Indonesian communities on the Gold Coast and surrounding areas.

While looking forward to the event, please accept the assurances of my highest consideration.