Racism. It Stops With Me/Play by the Rules
Community Service Announcements (CSA)
Communications strategy
As part of the Racism. It Stops With Me campaign, the Australian Human Rights
Commission and Play by the Rules have produced a Community Service Announcement
(CSA) video and several radio CSAs, featuring some of Australia’s greatest sporting heroes,
which will be broadcast nationally on TV and radio between May-August 2013.
Racism. It Stops With Me is a campaign which invites all Australians to reflect on what they
can do to counter racism wherever it happens. These CSA messages are targeted at the
wider sporting community, from the elite to the grassroots level.
TV CSA
Message: Racism has no place in sport. Everyone deserves a fair go regardless of their skin
colour, background or culture. Racism. It stops with me.
Featured sportspeople: The CSA features Adam Goodes (Sydney Swans), Greg Inglis
(South Sydney Rabbitohs and Queensland Origin), Sally Pearson (2012 Olympic Gold
Medallist in Hurdles), Peter Siddle (Australian Cricket Team), Archie Thompson
(Melbourne Victory and Socceroos), Nick Maxwell (Collingwood Magpies), Liz Cambage
(Opals Basketball), Cameron Smith (Melbourne Storm and Australian Kangaroos
captain), Mo'onia Gerrard (Australian Netball Team), Drew Mitchell (New South Wales
Waratahs and Australian Wallabies), Timana Tahu (Newcastle Knights), and the 2013 AFL
Indigenous All-Stars, together with some grassroots athletes of different ages and
backgrounds.
Launch: 24 May on Channel 7, 25 May at the Dreamtime at the G game, (general media
release launch on 27 May)
Campaign: 10 weeks (and ongoing).
Distribution: Nationally via DubSat to free-to-air and pay TV networks.
Accessibility: Captions available.
Evaluation: Watermark reporting.
Radio CSAs
Message: Racism has no place in sport. Everyone deserves a fair go regardless of their skin
colour, background or culture. Racism. It stops with me.
Featured sportspeople: Cameron Smith (rugby league), Nick Maxwell (AFL), Archie
Thompson (football/soccer), Liz Cambage (basketball).
Launch: Mid-June.
Campaign: 8 weeks (and ongoing).
Distribution: Nationally to metro, regional and rural radio networks.
Accessibility: Online transcripts.
Evaluation: Watermark reporting.
COMMUNICATION AGENTS
Brief and distribute the CSA files and promotional resources to the following:
1) AHRC/Play by the Rules Co-Chairs/ Management Committee/National Reference
Group/Senator Lundy’s office/ ASC Executive
2) Sporting organisations/clubs: AFL (for airplay at the Dreamtime at the G game – 25
May) and Collingwood FC, NRL and Melbourne Storm, South Sydney Rabbitohs and
Newcastle Knights, Cricket Australia, Netball Australia and Sydney Swifts, Basketball
Australia, Athletics Australia, Water Polo Australia, Football Federation Australia,
Melbourne Victory, Football United, Australian Rugby Union and NSW Waratahs
3) General organisations: VicHealth, Sports Federations, UNIC, OHCHR, Australian
Olympic Committee, SportingPulse etc.
4) Athletes in the CSA (for interviews or Twitter messages)
5) Media.
6) Social media
*All sporting clubs and organisations are encouraged to play the CSAs at their events,
promote them on their websites and through their social media forums, such as Facebook,
YouTube and Twitter.
CSA AND PROMOTIONAL RESOURCES
The following resources are available to support promotion of the CSAs:
1) CSA files (TV and radio)
2) Email to contacts
3) Information pack
4) Media release
5) Social media advice (hashtag, Tweet examples, links to the campaign and PBTR).
MEDIA RELEASE/SOCIAL MEDIA DISTRIBUTION (ON 27 MAY 2013)
1) National, regional, sports media and multicultural media – TV, press, radio
2) Social media
3) Sunday Telegraph/Sports Business Insider/Australian Sporting Leisure
4) ASC Comms team for Australian Sporting Online newsletter
5) PBTR partners
MEDIA SPOKESPEOPLE:
1. Executive Director Sport and Recreation Tasmania and Play by the Rules Co-Chair,
Craig Martin (C/o communications manager Brent Blackburn on 03 6233 5901).
2. Federal Disability Discrimination Commissioner and Play by the Rules Co-Chair,
Graeme Innes (C/o media advisor Brinsley Marlay on 0430 366 529).
3. Play by the Rules National Manager, Paul Oliver, on 0408 469 347.
4. Athlete comments: Organised through their clubs/managers.
Repeat the process above for the radio CSA in June.