THE AFL is pleased to announce a new partnership with Shark Island Productions which will continue the important work around the AFL's anti-vilification rule, known as the Peek Rule.
Shark Island produced the 2019 documentary, The Final Quarter, which used archival footage to examine the final stages of the career of Australian footballer and dual Brownlow medallist Adam Goodes.
With a key focus on more education at a grassroots and community level, part of the proceeds and philanthropic funding from The Final Quarter have been used to create anti-vilification learning resources and modules. They are freely available for every community coach and club around the country, featuring personal accounts from AFL and AFLW players such as Chad Wingard and Darcy Vescio.
The first module released is compulsory for all community coaches around Australia who renew their accreditation for the 2023 season and has already been completed by more than 5,000 participants. It includes information about the harm and impact of vilification and the benefits of making Clubs more inclusive and is more broadly accessible via the AFL's Learning platform to all of those involved in community football.
The AFL will also implement new processes to provide expert support to help leagues and clubs across Australia manage vilification incidents and create change.
Funding will be used on campaigns to target the spread of online abuse, and to offer anti-vilification training for cheer squads and club members.
AFL chief executive officer Gillon McLachlan said the AFL was continuing to build strategies to address discrimination and vilification in the game in all its forms. The important work that Shark Island and the AFL have committed to addresses racism at all levels of the game from community footy to the elite level.
"This partnership is significant in providing our football community more resources, education, and support in dealing with all forms of vilification. The work the AFL will produce because of this partnership will continue to drive change in the football landscape so that every individual, player, coach or fan can feel like they belong in our industry both on and off the field," Mr McLachlan said.
Ian Darling said he had donated proceeds from The Final Quarter to the AFL's Peek Rule partnership with Shark Island Productions to ensure a lasting legacy for the film and increase awareness of the harm caused by racism.
"Shark Island aims to make films with social impact, and we know the AFL is committed to tackling racism and driving it out of the game at all levels from community to the elite," Mr Darling said.
"We believe that working together with the AFL will increase the reach of the film and deepen its impact.
"I'm excited that the film, along with specialised screening guides and learning resources, is being gifted to every community football club around Australia as part of the new education module - this will help create long-term change."
The film and accompanying educational material are already being extensively used by teachers and students in Australian schools.
AFL executive general manager inclusion and social policy Tanya Hosch said everyone in our game from players and officials on the ground to supporters in the stands has a role to play in ensuring football at every level provides an inclusive and non-discriminatory environment.
"Whether you’re a player, an umpire, a volunteer or a coach, the Peek Rule is designed to ensure that everyone can feel respected, safe and a sense of belonging in our game," Ms. Hosch said.
"The partnership with Shark Island will continue the legacy of The Final Quarter and play an important part in helping us support community clubs to be more inclusive, welcoming and safe for all participants.
"This partnership is made even more important because of the deep commitment that Shark Island has to themes so powerfully highlighted in The Final Quarter.
"We've already had great feedback from community coaches about the new education module, with many commenting that it has significantly improved their understanding of vilification and its harmful impacts."
The Peek Rule is named after the late Tony Peek, the long-serving AFL executive who worked with Michael Long and other Indigenous players to develop the code's ground-breaking anti-vilification Rule 30 in the 1990's. The rule has been re-named the Peek Rule at Long's request.
Tony's wife, Anne Peek, said the family was pleased the Peek Rule initiatives would be accelerated as a result of the funding from Shark Island Productions.
"We're thrilled the AFL is undertaking such important work, and that it will reflect the way Tony approached these difficult issues – he was prepared to listen carefully, learn, and help create change," Ms. Peek said.
"We join with the AFL in thanking Ian Darling for his generosity which will ensure this work has long-lasting impact."
Anne also paid tribute to the role played currently by the Ms. Hosch.
"We know Tony would be very proud to see that Tanya and her team are continuing to work with great persistence, strength and resilience to keep the momentum going," she said.