Libby’s Footy Adventures

The opportunity

For Stamping Ground PR, the launch of Libby’s Footy Adventures was an opportunity to help shape a culturally significant moment for AFLW and children’s publishing, supporting the release of the first AFLW children’s book centred around a young girl discovering football. 

The launch aimed to not only generate awareness for the book, but also position Libby Birch as a leading voice for inclusivity, participation and visibility in women’s sport. The challenge was to create an event and communications approach that felt authentic to the AFLW community while engaging media, families, young fans and key stakeholders in a meaningful way. 

The approach

Our approach focused on bringing the themes of the book to life through an immersive, community-driven launch experience. 

We supported with ideas to develop an event that moved beyond a traditional media launch, instead creating an interactive celebration designed to inspire the next generation of football fans. Media, AFLW teammates, executives, family and friends were invited to experience the story firsthand through a mini footy clinic, book readings and signing opportunities with Libby Birch. 

Communications centered on storytelling, representation and empowerment, leveraging Libby’s profile as a triple premiership player, commentator and changemaker to amplify the broader message around girls in sport. The event was designed to deliver strong visual moments, authentic media opportunities and social-first content that resonated with both sporting and family audiences. 

The result

The launch generated strong national media interest and widespread audience engagement, successfully positioning Libby’s Footy Adventures as a landmark moment for AFLW storytelling and representation in sport. 

The campaign secured 397 pieces of coverage across print, online, broadcast and social media, including prominent coverage in the Herald Sun, The Age, and national television segments across 7 News, 9 News and 10 News. 

Collectively, the coverage delivered a reach of more than 3 million, amplifying the book’s message of inclusion, confidence and participation to audiences across Australia while further cementing Libby Birch’s profile as both an AFLW leader and influential voice for the next generation.