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Health and Wellbeing Queensland wanted to motivate Queensland women to lead healthier lifestyles. So, we decided to shine a light on some of the most tenacious, strong and healthy women in the state. The Women’s State of Origin team. The maroons who get far less attention than their male counterparts. We wanted to give them the recognition they deserve, and in turn empower other women across the state. To do this, we added just one letter to the classic catch cry we heard Billy Moore say in 1995. Instead of Queenslander, we built a new chant. A new identity. Queenslandher. We didn’t have a huge media budget, but with our campaign quickly picked up by press, celebrities and players, $1.6 million was gained in media coverage, reaching 2.5 million people. Our new word became part of the vernacular and showed all Queensland women just how capable they are.