#ShePlaysNT: Inspiring Women in Sport Across the Territory

As Strategic Engagement and Communications Manager with the Northern Territory Government, the #ShePlaysNT campaign was developed and delivered in response to recommendations from the Women in Sport Advisory Council. The initiative aimed to raise the profile of women in sport and active recreation, encourage participation, and promote leadership opportunities across the Territory.

Project Snapshot

• Client/Organisation: Northern Territory Government – Women in Sport Advisory Council
• Year: 2020
• Services Delivered: Campaign Strategy | Social Media Marketing | Stakeholder Engagement
• Project Type: Government Community Engagement Campaign

The Challenge

The Women in Sport Advisory Council was established to provide strategic and practical advice to improve the delivery, recognition, promotion, and development of participation and leadership opportunities for women in sport in the NT.
A fresh, inclusive approach was required — one that could connect with women across diverse backgrounds, age groups, and sporting interests, while sparking authentic community conversation and engagement.

The Approach

Research & Discovery
Consultations with the Advisory Council and key community stakeholders informed the creative direction. Insights showed the campaign needed to feel approachable, relatable, and inspiring, rather than overly formal or promotional.

Strategy Development
The #ShePlaysNT concept was created as a unifying hashtag campaign to build visibility across multiple platforms and encourage women to share their own sporting and active recreation stories.

Creative Direction
A diverse line-up of sporting ambassadors was chosen to represent a wide range of sports, life stages, and backgrounds. This included a Darwin radio presenter with an elite sporting background, Strongman weightlifter, the CEO of Rugby NT, a busy mother of two making time for active recreation, three time world BJJ Masters Champion, and a mother–daughter stock car racing team.

Design Execution

• Short-form videos were produced featuring ambassadors encouraging women to be strong, courageous, and “give it a go.”
• A modest social media campaign was introduced to incentivise engagement and encourage social users to create and share their own story.
• Content was strategically released over three months to maintain momentum and visibility.

The Solution

The campaign ran for three months across Facebook and Instagram, supported by coordinated ambassador promotion and stakeholder amplification. Video content, supported by the hashtag #ShePlaysNT, became the campaign’s centrepiece, driving both awareness and community interaction.

The Outcome

#ShePlaysNT gained significant traction within the female and sporting community, schools generating strong engagement, expanding visibility for both conventional and unconventional sports, and fostering a sense of connection among women across the Territory.

The diverse ambassador stories resonated with audiences, demonstrating that active participation in sport is achievable and rewarding at any stage of life.

Key Takeaways

The #ShePlaysNT campaign demonstrated the effectiveness of ambassador-led storytelling in building trust and engagement within a community. Leveraging a simple, memorable hashtag allowed the message to travel organically, while strategic representation ensured inclusivity and broad appeal. This approach not only encouraged participation but also strengthened relationships between government, sporting organisations, and the community.