Dema and her Dad up for Mumbrella’s Ad of the Year

The campaign starring the Bankstown Bullsharks’ Dema and her dad, Stephen has been nominated for the prestigious Mumbrella Ad of the Year award.


A part of the AFL’s ‘Don’t Believe in Never’ campaign, the ad tells the story Dema, a young girl of Muslim background from Bankstown, who had no interest in AFL. That all changed when a teacher from her school introduced AFL to their PE classes and her love of the game began to grow.

Needing to convince her conservative parents – who originally said never – to play AFL, she eventually joined the Bankstown Bullsharks in the heart of Western Sydney. Initially hesitant, Dema’s father Stephen is now the team’s number one supporter, encouraging her along the way and ultimately to participate in the 2017 Female National Diversity Championships.

The ad featuring Dema and Stephen was one in a a series of three videos also featuring Richmond Premiership coach, Damien Hardwick and Swans player Aliir Aliir with each video centering on passion, dedication, overcoming adversity and ultimately triumph within the game.

Taking on ads from the likes of Apple and Myer, people are being asked to vote on their favourite for 2018.

Let’s get behind Dema, Stephen and this wonderful story coming from Western Sydney!

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