End Game with Tony Armstrong

Racism in Australian sport. The primary objective of this series is to raise awareness through a national conversation about the prevalence of racism in sports and engage and empower athletes, fans, and organisations (grassroots to professional) to actively work towards eradicating it by highlighting global solutions that can implemented in Australia.

End Game is an enormous opportunity for campaigns with a long-lasting impact. Our aim is to bolster the series with a comprehensive impact campaign and digital strategy, working with experienced partners, including the ABC, to start a national conversation, increase engagement, reach more people and raise awareness on how to combat racism in Australian sports with a broad community-wide approach.
We will do all this with the support of stakeholders in this space, some of whom we have been in discussion with for the past 12 months.
Step one will be to hold an impact workshop to explore how partners can work together.

We want End Game to highlight the detrimental effects racial abuse has on athletes and their loved ones to spark change. Sport deeply permeates Australian society, serving as a potent platform for driving societal change. Everywhere you look, sport greets us, and its undeniable intersection with society helps shape and define our national identity. The series wants to encourage all of Australia to talk about the issue of racism in sports – a change driven from within.

ABC, through television broadcasts and iview, offers a pathway for all Australians to be educated about the impact of racism in sport and the solutions that can be implemented.

With support from Documentary Australia and all partners, our aim is to develop an interconnected array of actions that will benefit Australian society, in particular those from diverse backgrounds. A strategic campaign will use various digital platforms to engage Australian audiences, create meaningful conversations, promote inclusivity, and foster positive change within the broad sporting community and all of Australian society.
The primary objective of this strategy is to raise awareness about the prevalence of racism in sports and engage and empower athletes, fans, and organisations (grassroots to professional) to actively work towards eradicating it through meaningful and practical solutions for a better future.