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Creative

The AFL and Channel 7 Launch 'Don't Believe in Never' TV Program

The show plots the highs and lows of the Richmond Football Club's 2016 and 2017 AFL season

The AFL and Channel 7 Launch 'Don't Believe in Never' TV Program

Following the successful launch of the AFL's new creative platform 'Don't Believe in Never', Channel 7 has commissioned the AFL and Clemenger BBDO Melbourne to produce a 30- minute TV program.

Airing tonight, Thursday March 22, following the 2018 Toyota AFL Premiership Season opening match between the reigning AFL Premiers the Richmond Football Club and the Carlton Football Club, the program titled 'Don't Believe in Never' is an extended version of the short film featuring Richmond launched last week. Featuring coach Damien Hardwick, captain Trent Cotchin, and 2017 Brownlow Medalist Dustin Martin, it plots the highs and lows of the 2016 and 2017 seasons, culminating in Richmond's stunning 2017 Toyota AFL Grand Final win.

Says Julian Dunne, head of marketing and insights, AFL: "The AFL has been delighted with the reaction to our 'Don't Believe in Never' campaign so far. The three short films have organically reached over four million people, and we had so much additional interview material from the Richmond Football Club's 'Never' story that we approached Channel 7 to see if they'd be interested in airing an extended version and I'm delighted to say they jumped at the opportunity."

Says Simon Lamplough, managing director of Clemenger BBDO Melbourne: "The 'Don't Believe in Never' platform is full of potential. It's been great to see it come to life and this opportunity with Channel 7 is one of many we hope to realise with a range of AFL media and sponsorship partners this season. A big thank you to the AFL, Clemenger, Channel 7 and Finch teams for making it happen. 30 minutes of broadcast airtime is something you don't get offered every day so I'm delighted we've been able to do it justice."