Australian health content creator, Matterworks, has teamed up with the Australian Football League (AFL) to launch AFL GOALS, a nationwide mental health initiative for classrooms.

AFL GOALS is a resource that utilises the influence of footy culture to help teachers educate students about mental fitness and resilience. The content series, led by AFL Schools, targets students aged 10 to 15, spanning years five through eight. The series includes video-led lessons and interactive activities designed to destigmatise mental health dialogues and instil confidence.

TikTok sensation JasmineTXO fronts the series, which also features a diverse group of content creators and AFL personalities, including AFLW players Georgie Prespakis, Mikayla Bowen and Elaine Grigg. Dr Kate Hall, AFL Head of Mental Health and Wellbeing, managed the project in collaboration with Matterworks.

"We’re incredibly proud to launch AFL GOALS. It’s a highly innovative program that will help change the way teachers educate students about mental fitness, building resilience and enhancing mental health literacy," said Dr Hall. “Working closely with the creative team at Matterworks has been a joy – their skill in translating health information, based on decades of research from the Murdoch Children’s Research Institute, into a digital series that is vibrant, engaging and creative, is truly innovative.”

Matterworks is an official partner for the AFL’s Mental Fitness Charter, which aims to support projects like AFL GOALS by distilling complex research into approachable, trustworthy and fun content.

Matterworks co-founder and CEO, Sarah Wyse, said: "Our collaboration with the AFL signifies a transformative stride in mental health education. By intertwining creative storytelling with evidence-based research, we're reshaping the narrative surrounding mental wellbeing for young Australians," said Wyse.

Wyse said the partnership was underscored by our inclusion in the AFL's Mental Health and Wellbeing charter as a designated partner alongside headspace and Movember. "Positioned as a B2B partner, our focus is on delivering credible, engaging, evidence-based learning resources to industries. Programs like AFL GOALS present a step in the right direction towards creating a healthier next generation.”