Essendon Football Club is pleased to announce a partnership with the Victorian State Government’s Deadly and Proud initiative.

The Deadly and Proud initiative is an online campaign which seeks to share stories from traditional owners and Aboriginal Victorians about why all Victorians can feel pride in the state’s rich Aboriginal heritage. 

Bombers fans and all Victorians will be able to learn more about the land on which these stories are told and the connection to country by exploring the interactive map of the state on the platform.

To Aboriginal people, ‘deadly’ means strong, amazing and awesome. It has been used in this campaign to describe the storytellers and advocates, and the stories they share.

General manager of The Long Walk and Indigenous affairs Leanne Brooke said the partnership was a great step towards recognising Victoria’s rich Indigenous history.

“The Long Walk and Essendon Football Club are really proud to be partnering with Deadly and Proud in conjunction with the Victorian Government,” Brooke said.

“With the path to Treaty well and truly underway, truth telling and elevating the voices of traditional owners, elders and Aboriginal Victorians remains as important as ever. Their lived experience and stories are a part of our shared history, one which all Victorians should know about.”

Tony Briggs, a Yorta Yorta and Wurundjeri man, Deadly and Proud campaign director and renowned actor, writer, producer and performer, said the platform gave “all Victorians the opportunity to see why they can share in our pride as Aboriginal people”.

“Stories told through this campaign highlight the resilience of our people to survive and thrive in Victoria, the unique practices of our cultures and our strong connection to country and community,” Briggs said.

“All Victorians can and should be proud of what we have in Victoria. Our state’s history is shared, as is our future.”

Further details of the partnership will be announced shortly.