Beyond the boundary line: EEA student inspires change in the AFL community

Beyond the boundary line: EEA student inspires change in the AFL community

Essendon Education Academy (EEA) student James Sharam is creating meaningful change in the AFL community through initiatives like The Charity Match, an event focused on men’s mental health.

Driven by his passion for footy and his desire to make a positive impact, James organised a charity match that brought students, teachers and community members together under the footy field lights to raise money and awareness for men’s mental health.

Mental health challenges are prevalent in the AFL community, with the AFL Players Association reporting that one in four players experiences mental illness.

“In sporting environments, where resilience and toughness are often celebrated, it can be difficult for people to admit they're struggling or ask for help,” James said.

After seeing friends, family, teammates and members of his community experience mental health challenges, James wanted to create an event that could have tangible impacts.

Recognising sporting clubs as places where lifelong friendships are formed, support networks are built, and a deep sense of belonging is fostered, James believes that football clubs are uniquely positioned to drive change.

“Footy has an incredible way of bringing people together,” he said.

I saw an opportunity to use the game as a platform to raise awareness, raise funds, and start conversations around men's mental health.
Essendon Football team lining up on grassJames, at the far right, and players singing the national anthem

James is studying RMIT’s dual Diploma of Business and Diploma of Leadership and Management via the EEA, a 12‑month qualification that takes students out of the classroom and immerses them in Essendon Football Club. 

The program enables students to build practical foundations in the sporting industry as part of the Academy, a unique collaboration between RMIT and Essendon that allows students to learn valuable leadership and business skills, embedded in a high-performing sporting environment, alongside elite athletes and sports professionals.

James said he hoped the charity match would have implications far beyond the funds raised, contributing to lasting change in how sportspeople and the broader AFL community approach men’s mental health.

“My goal wasn't just to organise a football match. It was to create an environment where people felt connected, supported, and reminded that they aren't alone.”

If the event encouraged one person to reach out for help, check in on a mate, or realise they have people supporting them, then I knew I had achieved something meaningful.
Essendon Football team standing in circle in locker roomPlayers celebrating after the game

James pulled the entire event together in just three weeks, while balancing his studies and work commitments, demonstrating his dedication to making the match a success.

He led every aspect of the event’s organisation, applying skills from his diploma to secure the venue, manage match‑day logistics and oversee the planning.

James said he was grateful for the support he received from EEA staff to get the event off the ground.

“EEA gave me the confidence, encouragement and support network to turn an idea into a successful community event.”

"While I led the planning and organisation, having people who believed in me every step of the way made my vision a reality. I honestly couldn't have done it without their support."

Man wearing capInspiring half-time words from Dustin Fletcher, 400-game AFL Hall of Fame premiership player and leader of EEA’s Football Development Program, who coached James’s team for the match

Following the match, James said the response from the community was overwhelming. He received messages from players and supporters thanking him for organising the event, with many expressing hopes it would become an annual fixture.

“Knowing that the charity match brought people together, started important conversations, and made people feel connected made all the hard work worthwhile,” he said.

Organising the match has helped James clarify his future direction, showing him that a career combining his love of sport with his passion for creating positive community experiences is the path he wants to pursue.

For James, that journey starts with growing the charity match into an annual event with even greater reach and impact.

I want to show that football can be more than just a game – it can be a platform for connection, awareness and support.
04 August 2026

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