#ShePlaysNT
Inspiring Women in Sport Across the Territory
The #ShePlaysNT women in sport campaign used ambassador stories, social media and community participation to celebrate diversity, increase visibility and encourage more women and girls to get involved in sport across the Northern 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.
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 Northern Territory.
A fresh, inclusive approach was required—one that could connect with women across diverse backgrounds, age groups, and sporting interests, while encouraging genuine community conversation and participation.
Strategy and Creative Approach
Research and Discovery
Consultations with the Advisory Council and key community stakeholders informed the creative direction. Insights highlighted the need for a campaign that felt approachable, relatable, and inspiring, rather than formal or promotional.
Strategy Development
The #ShePlaysNT concept was created as a unifying hashtag campaign to build visibility across platforms and encourage women to share their own stories of sport and active recreation.
Creative Direction
A diverse group of ambassadors was selected to represent a broad range of sports, life stages, and backgrounds. These included:
- A Darwin radio presenter with an elite sporting background
- A Strongman weightlifter
- The CEO of Rugby NT
- A busy mother of two balancing family life with active recreation
- A three-time World BJJ Masters Champion
- A mother–daughter stock car racing team
Campaign Delivery
The campaign was delivered over three months across Facebook and Instagram, supported by coordinated ambassador promotion and stakeholder amplification.
Campaign materials included:
- Six short-form videos featuring ambassadors encouraging women to be strong, confident and give sport a go
- A targeted social media campaign designed to encourage participation and story sharing
- A staggered content schedule to maintain visibility and momentum throughout the campaign
- Supporting social media content using the #ShePlaysNT hashtag to build awareness, engagement and community interaction
The Outcome
Services Delivered:
- Campaign Strategy
- Social Media Marketing
- Stakeholder Engagement
Project Type:
Government Community Engagement Campaign
Client:
Northern Territory Government – Women in Sport Advisory Council
Client type:
Government Department
Date:
2020