NRL promotes community program to combat domestic violence in ‘Power for Change’ content series

The NRL and former Canberra Raiders captain Alan Tongue have teamed up to raise awareness of the ‘Voice against Violence’ program, which uses Rugby League drills to educate and raise awareness around domestic violence.

In a five-minute content piece, Tongue talks about his family, his early days with the Canberra Raiders, and why he got involved as an NRL ambassador and supporter of the ‘Voice against Violence’ program.

The first content piece is centred around Alan Tongue and the ‘Voice against Violence’ campaign

He highlights the work the program does across the country, to educate and encourage young players to stand up and take action against domestic violence, using the Queanbeyan Blues junior rugby league team as an example.

A shorter TV ad has also launched.

Throughout the content piece, Tongue also explains how the “amazing power of sport” helps the young members of the community understand the messages they are receiving.

The first video is part of a wider ‘Power for Change’ campaign, from Archibald/Williams, which will run throughout the year, bringing to light stories from the game’s different community initiatives.

Matt Gilmour, executive creative director of Archibald/Williams, said the agency was proud to share the powerful stories.

“Seeing the NRL’s long-term commitment to their community and the results they’re getting made us really proud to get involved and make sure their powerful stories are heard,” Gilmour said.

The NRL’s head of community, Jaymes Boland-Rudder said: “Our community programs and our Power For Change campaign is at the heart of our game and is an opportunity to share our stories and show another side of our game that supports and nurtures fans of all ages.”



  • Matt Gilmour – Executive Creative Director
  • Jonny Browne – Creative Director
  • Emma Frizzell – Art Director
  • Mary Perebzak – Head of Strategy
  • Jasmina Krnjetin – Group Account Director
  • Lauren McMahon – Account Manager
  • Nicola Ramsey – Account Executive
  • Elizabeth Nunan – Senior Producer

Client Team

  • General Manager, Marketing & Brand – Peter Jarmain
  • Marketing Manager, Community & Participation – Courtney Mace
  • General Manager, Community – Ellen Beale
  • Marketing Manager, Operations and Partnerships – Nicole Chesher
  • Marketing Executive – Rita Khouri

Agency Partners

  • Production Co: – Occulus Productions
  • Executive Producer: – Karen Hannah Miller
  • Post Production: – Cutting Edge
  • Executive Producer: – Samantha Daley
  • Creative Director: – Finn Spencer
  • DOP: – Simon Morris
  • Editor: – Tony McGrath
  • Sound Design:   – Nylon Studios
  • Music Composer: – Adam Moses

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