2014 Annual Report of the Football Federation of Victoria

Research tells us that people spend just 2 minutes reading the average annual report. Conversely, even in this day and age, people still spend hours poring over their daily newspaper. By formatting the report into a newspaper, deliberately in the style of local tabloids, we were able to engage the federation's constituents in a new and interesting way. We also created a significantly more inclusive document with news snippets and articles that would never have made the cut in a more formal report.

Importantly, the concept fired the client's imagination. Prior to the concept being presented, they planned a small digital run of standard reports, simply to meet regulatory requirements. Once on board, they increased the run by a factor of 50 with a view to engaging their entire constituency. Feedback has been extremely positive, with numerous people thrilled and excited to have been included in the report – in ether a personal or community fashion.