The AFL has launched an anti-violence campaign.

Coinciding with the build up to the AFL Premiership, the AFL Players Association (AFLPA) has added to an anti-violence campaign entitled ‘Just Think’. This installment was the initiative of AFLPA general manager, Matt Finnis. Prime minister Kevin Rudd launched the campaign at the MCG.

Developed by Wilson Everard and produced by SMR on a five day time-frame, the campaign features eight AFL team captains encouraging Australians to think before engaging in alcohol-fuelled violence. The captains ask rhetorical questions about how much someone could enjoy the AFL Premiership if they were violently attacked.

‘Just Think’ originated in 2007 with Tom Harley and the Geelong Advertiser.