AFLW players question traditional expectations of women in season launch campaign

As its players continue to break boundaries, the AFLW is celebrating the women pioneering the league in a campaign ahead of its fifth season launch.

The campaign film contrasts clips of the AFLW with a voiceover borrowed from Housekeeping Monthly’s ‘The Good Wife’s Guide, 1955’ which describes the expectations held of women at the time.

“Remember that a lady must prepare herself. Tie a ribbon in your hair. Put out the slippers. Prepare the children … And always remember who is the master of the house,” the voiceover instructs.