Crows AFLW co-captains Chelsea Randall and Erin Phillips feature in a new campaign by Disney Australia designed to reframe what it means to be referred to as a princess.

Launched nationally this week, the campaign focuses on the positive attributes displayed by Disney princesses.

This follows a survey which found that somewhere along the journey from young girl to adulthood the term princess evolves from having a positive and inspirational meaning to a less flattering one.

The Adelaide co-captains were chosen for the role for the way they have blazed a trail for young women in sport, realised goals on and off the field, and have helped to change preconceptions as well as champion equality, fairness and respect.

According to Disney Australia, they embody the definition of a princess and will be supporting the positive use of the term ‘princess’ while encouraging others to do the same.

Six AFLW players have been engaged as ambassadors for the 18-month campaign, with Carlton captain Brianna Davey and Darcy Vescio, and Western Bulldogs captain Katie Brennan along with Ellie Blackburn, joining Randall and Phillips to help re-frame the conversation.

Randall, who was the Crows best on ground in the team’s Round One loss to Brisbane, said shooting the campaign was a lot of fun.

"I want to shine a light on all the positive and endearing attributes displayed by Disney's princesses – this campaign is important in starting that conversation and I’m proud to be part of the discussion,” she said.

“It’s about time we stamped out the negative connotations for female terms and focus on the positive."

Similarly, Phillips said she was passionate about inspiring the next generation of young girls to achieve their goals and abide by strong values.

“The Proud to be a Princess campaign supports this vision and strives to give strong role models for girls to look up to, no matter their age,” Phillips said.

“Liking princesses doesn’t mean I’m weak or fragile, rather that I am strong, determined and ready to tread my own path. It’s a challenge to re-set the conversation and push the boundaries, a struggle that we all went through launching the AFLW.”

For more information about the campaign, visit www.disney.com.au/princess #ProudToBeAPrincess