Always respect, always DrinkWise awareness campaign

Each year in the lead up to NRL State of Origin and the NRL and AFL Finals series, some of the game’s heavyweights and archrivals join with DrinkWise, State Police forces, governments and support services to remind the community to Always respect, always DrinkWise. These whole-of-community collaborations remind sports fans about the importance of moderating their alcohol consumption and always being respectful towards others.

Video: Players from the AFL, AFLW, NRL and NRLW unite to promote Always respect, always DrinkWise ahead of 2024 AFL and NRL finals series.

To remind fans about the importance of moderating alcohol consumption and always being respectful towards others during the upcoming AFL, NRL and NRLW finals series, this year DrinkWise has bought together players from Australia’s two biggest sporting codes. It has teamed up with:

  • AFL and AFLW players (Patrick Dangerfield and Emma Kearney)
  • NRL and NRLW players (Daly Cherry-Evans and Sam Bremner)
  • Support services – 1800RESPECT, the No to Violence – Men’s Referral Service and 13YARN
  • New South Wales Government (Minister for Police and Counter-terrorism, Yasmin Catley)
  • New South Wales Police (Assistant Commissioner David Waddell)
  • South Australian Government (Minister for Police, Dan Cregan)
  • South Australia Police (Assistant Commissioner, Scott Duval)
  • Queensland Government (Minister for Tourism and Sport, Michael Healy)
  • The NRL
  • Retailers (Coles Liquor, Endeavour Group, Retail Drinks Australia)
  • Australian Hotels Association | South Australia, Clubs Queensland and Queensland Hotels Association).

DrinkWise Chief Executive Officer, Simon Strahan said: “The AFL, NRL and NRLW finals are some of the biggest moments on the sporting calendar – they capture the attention of sports-lovers around the country. As fans start to get excited for the action, we’ve joined forces with some of the games’ leading players across two sporting codes to remind everyone to be mindful of their alcohol consumption. When someone drinks too much, they not only risk ruining it for themselves but also those around them.

“We want everyone to have a safe, enjoyable time as they watch their favourite teams on the field and we encourage them to be respectful to everyone around them.”

DrinkWise Chief Executive Officer, Simon Strahan.

Support from the AFL, AFLW, NRL and NRLW players

AFL legend Patrick Dangerfield, AFLW star Emma Kearney, NRL great Daly Cherry-Evans and NRLW champion Sam Bremner have joined forces to encourage fans to enjoy the finals series while also delivering an important reminder for fans to moderate if choosing to consume alcohol and to always show respect to those around them. The football greats star in the new DrinkWise social video and also deliver individual messages to their fans that reminds them to Always respect, always DrinkWise and reinforce community expectations around behaviour.

Patrick Dangerfield from the Geelong Cats AFL Club said: “Footy finals season is here and I’m proud to support DrinkWise’s Always respect, always DrinkWise campaign as it plays an important role in keeping our loyal fans safe. As players, one of our top priorities has always been our fans. So let’s make sure we come together to support not only our teams but each other positively and respectfully.”

Emma Kearney from the North Melbourne Kangaroos AFL Club said: “By moderating alcohol consumption, we can all ensure everyone enjoys a fantastic experience. Let’s all work together to create a healthier, safer drinking culture.”

Daly Cherry-Evans from the Manly Sea Eagles NRL Club said: “We thrive on the energy and passion of our fans during the finals series, no matter which code we represent. This year, we’re urging everyone who is choosing to drink to be mindful of their alcohol consumption. Enjoying the game responsibly not only enhances your own experience but also ensures the safety and enjoyment of those around you. Let’s all make the finals a time to remember for the right reasons.”

Sam Bremner from the Sydney Roosters NRL Club added: “Heading into the finals series, it’s crucial to highlight the importance of moderation and respect. With the NRLW continuing to grow and gain momentum, it’s a perfect opportunity to remind fans to celebrate responsibly. It’s been a big season and we can’t wait for it to end on a high note – both for players and fans!”

Support services back the Always respect, always DrinkWise  message

DrinkWise has again partnered with 1800RESPECT, the No to Violence – Men’s Referral Service and 13YARN to ensure the Always respect, always DrinkWise  campaign also serves as a reminder that seeking help is encouraged. If you or someone you know is struggling with managing alcohol consumption or behaviour, especially when these choices impact the safety of their family or others, you are encouraged to  visit our support services page for a range of support services or contact one of the following services directly:

If you are concerned about your behaviour or use of violence, you can contact the Men’s Referral Service on 1300 766 491 or visit www.ntv.org.au.

If you are a person impacted by domestic, family and sexual violence, including those supporting someone, please contact 1800RESPECT on 1800 737 732, text 0458 737 732 or visit 1800respect.org.au for online chat and video call services.

If you or someone you know is an Aboriginal or Torres Strait Islander and are feeling overwhelmed or having difficulty coping, call 13YARN on 13 92 76 or visit 13yarn.org.au.

Support from Government and Police

New South Wales Minister for Police and Counter-terrorism, Yasmin Catley said: “The finals series is an exciting time of the year. We know AFL and NRL fans are passionate about their game – it’s what makes the series so exciting. We want to celebrate the action the right way, however, which is why this Always respect, always DrinkWise message is such an important reminder for fans. Whichever code you’re supporting, wherever you’re watching the game – the message remains the same – if you’re going to have a drink, make sure it’s in moderation and be respectful to those you live with and everyone around you.” 

New South Wales Minister for Police and Counter-terrorism, Yasmin Catley said: “The finals series is an exciting time of the year. We know AFL and NRL fans are passionate about their game – it’s what makes the series so exciting. We want to celebrate the action the right way, however, which is why this Always respect, always DrinkWise message is such an important reminder for fans. Whichever code you’re supporting, wherever you’re watching the game – the message remains the same – if you’re going to have a drink, make sure it’s in moderation and be respectful to those you live with and everyone around you.” 
South Australian Minister for Police, Dan Cregan agreed: “We’d like people to have a good time but if you’re planning to have a drink and attend or watch any footy matches, please leave your keys at home, arrange a designated driver, take public transport or make some other arrangements. Safety is always our number one priority.” 
Queensland Minister for Tourism and Sport, Michael Healy said: “The AFL and NRL finals are an exciting time of the year. We want everyone to celebrate the action the right way, which is why we are partnering again with DrinkWise. The Always respect, always DrinkWise message is such an important reminder for fans, so whichever code you’re supporting, if you are choosing to have a drink while watching the finals, make sure it’s in moderation and most importantly respect your family, your friends and everyone around you.  
South Australia Police Assistant Commissioner, Scott Duval agreed: “Initiatives like Always respect, always DrinkWise are important to make sure that people who are watching the footy finals have a good understanding of the effects of excessive consumption of alcohol and how that can affect people’s behaviour. What we’re really asking is for people to be respectful and drink in moderation so that we end up with a very safe and enjoyable event for everyone.” 
New South Wales Police Assistant Commissioner, David Waddell added: “Safety is always our number one priority for major sporting events and the footy finals is no exception. Police will be highly visible during the footy finals. We’ll be in and around finals stadiums, on the roads and in the suburbs to ensure that we can all be respectful towards one another and stay safe. The Always respect, always DrinkWise campaign is about fans enjoying the game and the atmosphere, so if you’re heading to the footy and planning to have a drink, make sure you do it in moderation, leave the keys at home, take public transport, or arrange a designated driver.” 

 

Getting the message out

The Always respect, always DrinkWise  campaign messaging will be promoted in the lead up to and during the AFL, NRL and NRLW finals series via:

  • Television, press and radio coverage (helping to ensure awareness and understanding of the Always respect, always DrinkWise message amongst AFL and NRL fans and the broader community)
  • Geo-targeted social media messages from AFL legend Patrick Dangerfield, AFLW star Emma Kearney, NRL great Daly Cherry-Evans and NRLW champion Sam Bremner (to encourage fans to celebrate responsibly)
  • SEN during sports radio broadcasting (to help reach fans during the game)
  • Social media messaging and the digital channels of the New South Wales, South Australian and Queensland governments, New South Wales and South Australia Police, the NRL, DrinkWise, 1800RESPECT, No to Violence – Men’s Referral Service and 13YARN (to highlight the community-based efforts to encourage responsible consumption and respectful behaviour)
  • Big screen messaging in stadiums during finals games (to help reach fans during the game)
  • Always respect, always DrinkWise messaging displayed in Coles Liquor, Endeavour Group, Retail Drinks Australia, Australian Hotels Association | South Australia, Clubs Queensland and Queensland Hotels Association, licensed pubs, bottle shops and venues across the country (to help set expectations around moderation and behaviour prior to or during consumption)
  • Advertising signage near bottle shops and supermarkets (to help set expectations around moderation and behaviour prior to or at the point of purchase).

Backed by research

As an evidence-based organisation, DrinkWise relies on key independent research and clinical advice to underpin our campaigns and programs. In 2024 DrinkWise commissioned research to understand consumer attitudes towards drinking alcohol while watching or attending events. The key findings include:

Ongoing education is critical

The Always respect, always DrinkWise campaign was first launched in September 2021. As a nation, Australians are drinking more moderately than ever before and this has become evident within the AFL and NRL community. DrinkWise new research has shown that 90% of AFL and NRL fans agree they typically drink responsibly at events and 94% believe an event can be ruined if people drink too much. These statistics demonstrate that drinking behaviours are improving and trending in a positive direction but reminders are always helpful.

Ongoing television, radio, digital and social media reminders highlighting the importance of fans behaving appropriately and looking after each other, whether watching the finals game at home, at the pub or at licensed venues will help to ensure sporting fans and the wider community can have a safe and enjoyable time.

Previous campaigns

To continue to remind NRL fans and the broader community about the importance of moderating their alcohol consumption and always being respectful toward others and asking for help if needed during the 2024 NRL State of Origin series and throughout the whole NRL season, DrinkWise once again teamed up with the:

  • New South Wales Government (Minister for Women, Jodie Harrison and Minister for Police and Counter-terrorism, Yasmin Catley)
  • New South Wales Police Force (Assistant Commissioner, Brett McFadden)
  • Queensland Government (Minister for Tourism and Sport, Michael Healy)
  • National Rugby League (NRL)
  • Support Services – 1800RESPECT, No to Violence – Men’s Referral Service and 13YARN
  • NRL legends – James Tedesco, Kezie Apps, Lindsay Collins and Tamika Upton
  • Liquor Accords and retailers (including Flemington Liquor Accord, Coles Liquor, Endeavour Group and Retail Drinks Australia)

This campaign also served as an ongoing reminder that if people are having trouble managing their consumption or their behaviour and their choices were impacting on the safety of family or others, asking for help is okay and there are support of services available that can provide advice and assistance.

DrinkWise’s Always respect, always DrinkWise  campaign messaging was promoted in the lead up to and during the NRL State of Origin series via:

  • Television, press and radio coverage (helping to ensure awareness and understanding of the Always respect, always DrinkWise message amongst NRL fans and the broader community).
  • Geo-targeted social media messages from NRL legends Lindsay Collins, Tamika Upton, James Tedesco and Kezie Apps (to encourage fans to celebrate responsibly).
  • Always respect, always DrinkWise messaging displayed in Flemington Liquor Accord, Coles Liquor, Endeavour Group and Retail Drinks Australia member venues, licensed pubs, bottle shops and venues at and around the Accor Stadium precinct and across the country (to help set expectations around moderation and behaviour prior to or during consumption).
  • SEN during sports radio broadcasting (to help reach fans during the game). 
  • Social media messaging and the digital channels of the New South Wales Government, New South Wales Police, the NRL, DrinkWise, 1800RESPECT, Men’s Referral Service and 13YARN (to highlight the community-based efforts to encourage responsible consumption and respectful behaviour). 

 

 

To kick off the AFL Gather Round and to remind AFL fans about the importance of moderating their alcohol consumption and always being respectful toward others during the Gather Round matches in South Australia, DrinkWise partnered with: 

  • South Australian Government (South Australian Minister for Tourism and Multicultural Affairs, Zoe Bettison and South Australian Minister for Police, Emergency Services and Correctional Services, Joe Szakacs) 
  • South Australian Police (Assistant Commissioner, Scott Duval) 
  • Adelaide Metro
  • Support services – 1800RESPECT, Men’s Referral Service and 13YARN 
  • AFL Football clubs – Port Adelaide, Adelaide and North Melbourne (Aidan Corr) 
  • Industry – Coles Liquor, Endeavour Group, Retail Drinks Australia and Australian Hotels Associations South Australia. 

The Always respect, always DrinkWise campaign messaging was promoted in the lead up to and during the AFL Gather Round via:  

  • billboard advertisements located in high traffic areas in and around Adelaide, including at the arrivals hall of the Adelaide airport 
  • liquor retail outlets and hotel venues around the Adelaide city precinct  
  • a digital mobile messaging truck that will be roaming around the Adelaide city centre and near game venues in the lead up to matches 
  • awareness messages from AFL players from Port Adelaide, Adelaide and North Melbourne Football Clubs sent to fans  
  • radio broadcaster SEN during the Gather Round game calls.
  • social media messaging and the digital channels of the South Australian Government, South Australian Police, DrinkWise, 1800RESPECT, No to Violence – Men’s Referral Service and 13YARN.

 

To officially launch the Australian Football League (AFL) Always respect, always DrinkWise campaign (an extension of the existing NRL campaign) in the leadup to the 2023 AFL finals series, DrinkWise partnered with:

  • Endeavour Group (including BWS and Dan Murphy’s stores)
  • St Kilda AFL player Jack Billings
  • Support services – 1800RESPECT, No to Violence – Men’s Referral Service and 13YARN
  • the South Australian and New South Wales Governments
  • the South Australia and New South Wales Police Forces.

Like the NRL campaigns before it, the AFL Always respect, always DrinkWise campaign encouraged AFL fans to drink responsibly and in moderation and always be respectful towards family, friends and everyone in the community. It also highlighted the respect that needs to be extended to retail staff when purchasing products.

Endeavour Group displayed the AFL – Always respect, always DrinkWise campaign materials across screens in every store during September.

To help extend the reach and amplify the Always respect, always DrinkWise message to AFL and NRL fans, Lion provided support with the donation of Out of Home (OOH) digital screens in shopping centres and bottle shops across Australia. This placement provided an important reminder to sporting fans about the importance of moderation and respect when consuming alcohol.

Posters (like the ones above) were displayed in shopping centres and bottle shops during the AFL and NRL finals series in September.

In 2023, to ensure a whole community approach and extend the Always respect, always DrinkWise campaign, DrinkWise partnered with:

  • South Australian Government (Minister for Recreation, Sport and Racing, Child Protection, Women and the Prevention of Domestic and Family Violence, Katrine Hildyard and Minister for Police, Emergency Services and Correctional Services, Joe Szakacs)
  • South Australia Police (Officer in Charge, SAPOL Traffic Services Branch, Superintendent Darren Fielke)
  • New South Wales Government (Minister for Police and Counter-terrorism, Yasmin Catley)
  • New South Wales Police (Assistant Commissioner Brett McFadden)
  • The NRL
  • Support services 1800RESPECT and 13YARN.

In the lead up to the NRL State of Origin games, the education campaign was featured across national television news, radio, digital and social media platforms, in addition to DrinkWise digital channels.

 

 

Social media messages targeted to certain areas also emphasised the importance of asking for help if:

  • Fans were having trouble managing their alcohol consumption
  • Their behaviour or choices were impacting those around them.

Endeavour Group, Coles Liquor, Australian Hotels Association South Australia, Retail Drinks Australia members, Flemington and Bankstown Liquor Accords and Accor Stadium helped promote the Always respect, always DrinkWise message by displaying materials in their venues throughout the State of Origin series.

To ensure the Always respect, always DrinkWise message was heard again and to encourage fans to have a safe and enjoyable State of Origin experience, DrinkWise partnered with:

  • New South Wales Blues stars Cameron Murray (South Sydney Rabbitohs Captain) and Kirra Dibb (Newcastle Knights)
  • Queensland Maroons greats Felise Kaufusi (Melbourne Storm) and Tarryn Aiken (Brisbane Broncos) .
  • New South Wales Police (Assistant Commissioner Leanne McCusker)
  • The NRL
  • Liquor Accords in New South Wales and Queensland.

The Always respect, always DrinkWise messaging was also promoted throughout the State of Origin series across the digital channels of NSW Police, the NRL and DrinkWise and supported by social media messages from Murray, Dibb, Kaufusi and Aiken. Liquor Accords in NSW and Queensland displayed messaging at licensed pubs and venues in and around the stadium precincts.

In the inaugural Always respect, always DrinkWise campaign, DrinkWise partnered with:

  • Penrith Panthers star Matt Burton
  • Sydney Roosters NRLW captain Corban Baxter
  • New South Wales Police (Assistant Commissioner Leanne McCusker)
  • Liquor Accords in New South Wales.

As part of the awareness campaign, Burton and Baxter recorded messages to NRL fans.

 

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