Evidence-based social change organisation, Drinkwise, has launched a new campaign that brings together stars from both Australian football codes to promote respectful and responsible alcohol consumption throughout the finals season.

Titled 'Always respect, always DrinkWise', the campaign features AFL and NRL players such as Patrick Dangerfield, Emma Kearney, Daly Cherry-Evans, and Sam Bremner.

The campaign is a collaboration with the New South Wales Government, New South Wales Police, South Australian Government, South Australian Police, Queensland Government, the NRL, 1800RESPECT, Men’s Referral Service, and 13 YARN. It will be promoted via social and digital channels, advertising signage, broadcast radio, and will be supported by the AFL/AFLW and NRL/NRLW players. The campaign will also be visible in liquor retail outlets and hotel venues around the country.

DrinkWise is an organisation dedicated to changing the Australian drinking culture to one that is safer and healthier. It is funded through voluntary industry contributions across the alcohol sector and has previously received funding and in-kind support from Federal and state-based Coalition and Labor governments.

DrinkWise CEO, Simon Strahan, said: "The AFL, NRL and NRLW finals provide some of the biggest highlights on the Australian sporting calendar, capturing 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 their own time but others around them. 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 so everyone can have a safe and enjoyable experience."

The campaign was created by Enthral, a company that has been supporting DrinkWise for over seven years.

Enthral’s Founder and Managing Director, Cameron Smith, said: "For more than seven years we’ve been supporting DrinkWise to promote important messages around moderating alcohol consumption. As we head into footy finals season, this campaign is particularly exciting as we’ve united two sporting codes for the first time, bringing together incredible sporting legends to build further awareness of the Always respect, always DrinkWise campaign across Australia."