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 and governments to remind the community to Always respect, always DrinkWise. These whole-of-community collaborations help remind sports fans about the importance of moderating their alcohol consumption and always being respectful towards others.
Always respect, always DrinkWise – 2024 NRL State of Origin
To remind NRL fans and the broader community about the importance of moderating their alcohol consumption and always being respectful toward others during the 2024 NRL State of Origin series and throughout the whole NRL season, DrinkWise has once again teamed up with the:
- New South Wales Government
- New South Wales Police Force
- Queensland Government
- National Rugby League (NRL)
- Support Services – 1800RESPECT, 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)
DrinkWise research revealed more than four in five (86%) of NRL adult fans believe that having a drink or two at a sporting event is an Australian tradition, however, 95% agree it’s important that people drink responsibly.
DrinkWise Chief Executive Officer, Simon Strahan said “Behaviour at events is improving but reminders are always helpful. DrinkWise is proud of it’s whole of community approach – bringing government, police, the NRL, support services and industry together to promote moderation and respect because we want everyone to have a safe and enjoyable time.”
“The Always respect, always DrinkWise campaign highlights the importance of fans behaving appropriately and looking after each other, whether watching the game at home, at the pub or at licensed venues. We want to remind all fans to enjoy the great State of Origin moments on offer and encourage them to reach out to support services if they need help or advice,” Strahan added.
Support from the NRL and NRL players
New South Wales Blues star James Tedesco (Sydney Roosters fullback) said he had seen a significant change in fan behaviour over the past few years.
“NRL State of Origin is an event that all players and sports fans across the country get ramped up for every year. As we strive to win the coveted shield, we want to remind all NRL fans to be respectful to one another. If drinking, keep an eye on their alcohol consumption. Drinking to excess can not only ruin your own experience watching the match, but it can ruin it for those around you too,” Collins emphasised.
NRL Chief Executive Officer, Andrew Abdo said: “The NRL is proud to partner with DrinkWise to promote the Always respect, always DrinkWise campaign. State of Origin is one of the biggest events of the sporting year and we want to ensure fans celebrate the great moments of the games in a fun and responsible manner.”
NRL legends Lindsay Collins, Tamika Upton, James Tedesco and Kezie Apps also starred in the new DrinkWise social video that reminds fans to Always respect, always DrinkWise and reinforce expected behaviours. These players also filmed individual social content reminder messages that will be shared with fans via their personal social accounts and via DrinkWise digital platforms encouraging them to Always respect, always DrinkWise.
Support from Government and Police
New South Wales Minister for Women, Jodie Harrison expressed the government’s support for the initiative. “The NSW Government is pleased to be partnering with DrinkWise on the Always respect, always DrinkWise message to continue educating NRL fans about drinking responsibly and reinforcing expectations about behaviour. It’s important to take a collaborative approach to health and safety and this initiative demonstrates how the government, NSW Police and the community can work together to create a healthier, safer drinking culture,” Harrison said.
New South Wales Minister for Police and Counter-terrorism, Yasmin Catley agrees: “It’s great to see the NRL State of Origin back for another year in Sydney. With Game 1 of the men’s series about to kick off, we want to ensure sports fans are mindful of their drinking habits at Accor Stadium or wherever they are watching the match. DrinkWise’s Always respect, always DrinkWise campaign is a crucial reminder to enjoy the game but be mindful of those around you.”
“At this year’s State of Origin Game 1 match, we will ensure safety remains the top priority, said New South Wales Police Force Assistant Commissioner, Brett McFadden. “Violence in any form is unacceptable. Every year, fan behaviour has been improving and we are confident this will be evident at this year’s match in Sydney. If you’re planning to drink and attend the game, leave your keys at home and seek alternative transport arrangements. We will be vigilant in protecting the safety of all patrons, so if you see anything concerning, please contact a member of the police.”
In the lead up to game 3 – the decider showdown – in Brisbane, the Hon Michael Healy MP, Minister for Tourism and Sport said: “It’s always an exciting time when we welcome both locals and interstate rugby league fans to Queensland for a State of Origin decider. The Miles Government is pleased to be partnering with DrinkWise on the Always respect, always DrinkWise campaign. For all league fans choosing to have a drink while watching the game, it’s a timely reminder to make sure it’s in moderation and that, most importantly, you respect your family, your friends and everyone in the community.”
Support services back the Always respect, always DrinkWise message
DrinkWise has 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 individuals or their friends are struggling with managing their alcohol consumption or behaviour, especially when these choices impact the safety of their family or others, please visit our support services page for a range of support services.
- 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 ntv.org.au.
- If you or someone you know is experiencing, or at risk of experiencing, domestic, family or sexual violence, call 1800RESPECT on 1800 737 732, text 0458 737 732 or visit 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.
Getting the message out
DrinkWise’s Always respect, always DrinkWise campaign messaging will be 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).
Backed by research
As an evidence-based organisation, DrinkWise relies on key independent research and clinical advice to underpin our campaigns and programs. In late 2023 DrinkWise commissioned tracking research to understand consumer attitudes towards drinking alcohol while watching or attending events. NRL fans told us:
Ongoing education is critical
The Always respect, always DrinkWise campaign was first launched in September 2021. Ongoing television, radio, digital and social media reminders about the importance of sporting fans and the wider community moderating their alcohol consumption and always being respectful toward others will help to ensure these important educational messages reach sporting fans and the wider community.
Previous campaigns
Always respect, always DrinkWise – 2024 AFL Gather Round
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 Police
- Adelaide Metro
- Support services – 1800RESPECT, Men’s Referral Service and 13YARN
- AFL Football clubs – Port Adelaide, Adelaide and North Melbourne
- Industry – Coles Liquor, Endeavour Group, Retail Drinks Australia and Australian Hotels Associations South Australia.
DrinkWise’s Always respect, always DrinkWise campaign messaging was promoted in the lead up to and during the AFL Gather Round via:
This campaign also served as a reminder that if people are having trouble managing their consumption or their behaviour and their choices are impacting on the safety of family or others, asking for help is okay and there are support of services, that can provide advice and assistance.
Always respect, always DrinkWise – 2023 AFL and NRL Finals Series
In the lead-up to the Australian Football League (AFL) finals series, DrinkWise partnered with Endeavour Group and AFL player Jack Billings, to officially launch the AFL Always respect, always DrinkWise campaign. The extension of the campaign into the AFL provided a great opportunity to remind AFL fans who were planning to have a drink while watching the finals action – whether at home, in a pub, or at the game – to:
- drink responsibly and in moderation
- 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.
As part of the campaign, DrinkWise worked with 1800RESPECT, Men’s Referral Service and 13YARN to promote these support services and emphasise that if people are impacted by domestic, family and sexual violence, including those supporting someone, or if your behaviours or choices are impacting the safety of family or others, they they can use these services for confidential, non-judgemental advice and support
Endeavour Group displayed the AFL – Always respect, always DrinkWise campaign materials across screens in every BWS and Dan Murphy’s 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.
The New South Wales Government, New South Wales Police, South Australian Government and South Australian Police also lent their support to the Always respect, always DrinkWise campaign during the AFL and NRL finals series campaign.
Posters (like the ones above) were displayed in shopping centres and bottle shops during the AFL and NRL Finals series in September.
Always respect, always DrinkWise – 2023 Ampol State of Origin Series
In 2023, to ensure a whole community approach and extend the ‘Always respect, always DrinkWise’ campaign, DrinkWise partnered with:
- the South Australian and New South Wales Governments
- the South Australia and New South Wales Police Forces
- 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.
Always respect, always DrinkWise – 2022 Ampol State of Origin Series
As part of the Always respect, always DrinkWise awareness campaign New South Wales Blues stars Cameron Murray (South Sydney Rabbitohs Captain) and Kirra Dibb (Newcastle Knights) and QLD Maroons greats Felise Kaufusi (Melbourne Storm) and Tarryn Aiken (Brisbane Broncos) encouraged fans to have a safe and enjoyable State of Origin experience.
The Always respect, always DrinkWise messaging was also promoted throughout the State of Origin series across the digital channels of New South Wales Police, the NRL and DrinkWise and supported by social media messages from Murray, Dibb, Kaufusi and Aiken. Liquor Accords in New South Wales and Queensland displayed messaging at licensed pubs and venues in and around the stadium precincts.
Always respect, always DrinkWise – 2021 NRL Finals Series
Penrith Panthers star Matt Burton and Sydney Roosters NRLW captain Corban Baxter joined forces with DrinkWise, the New South Wales Police and local New South Wales Liquor Accords for the Always respect, always DrinkWise campaign.
As part of the awareness campaign, Burton and Baxter recorded messages to NRL fans.