About 30 minutes after Collingwood pulled off another thrilling win, Magpies coach Craig McRae opened his press conference to declare "enough is enough" as the AFL condemns gender-based violence.
As all 18 AFL clubs will do this weekend, Collingwood and Carlton players, coaches and officials joined arms before Friday night's blockbuster at the MCG to acknowledge and raise awareness of violence against women.
Before taking questions from journalists, McRae looked down the barrel of the camera and delivered a passionate and powerful plea.
Adelaide coach Matthews Nicks had begun his press conference on Thursday night in similar fashion after the Crows defeated Port Adelaide.
"I'm not here to change the world, I understand my position is to coach the footy team, but I'll do everything in my power, our power at the Collingwood football club, to make sure our men represent us well and and the community well," McRae said after Collingwood's 12.13 (85) to 12.7 (79) win on Friday night.
"It's a community message, and I just want us to play our part. Enough's enough."
McRae was asked if the AFL's gesture was enough and could the league be doing more to take a stand.
"It's all actions, isn't it?" the reigning premiership coach replied.
"All we can do at Collingwood is be a role model.
"I often talk about it — being a great father, being a great husband, giving to the community and representing us well, but also yourself.
"We're talking about winning on the scoreboard.
"I'm not into politics, I'm into role-modelling and making our young men proud young men.
"Winning on the scoreboard is one thing, but winning at all levels is really important for the Collingwood football club."
Carlton coach Michael Voss also spoke passionately in condemning gender-based violence in his pre-game press conference on Thursday.
The AFL has also announced a partnership with Our Watch, the not-for-profit organisation focused on the primary prevention of violence against women and their children.
Established in 2016, the Blues have developed a 'Carlton Respects' program that aims to nurture equality and respect in schools, workplaces, and the general community.
It comes as clubs openly discuss the possibility of giving former North Melbourne utility Tarryn Thomas another chance in the AFL next year.
Thomas, 24, has been out of the AFL system since the Kangaroos sacked him in February after he was suspended for 18 games by the league for threatening a woman and other misconduct.
Former Geelong champion and current GWS board member Jimmy Bartel has declared he would be "incredibly uncomfortable" with Thomas being given another chance given the situation across Australia.
The number of women killed by intimate partners in Australia rose by 28 per cent in the 2022/23 financial year, with 89 per cent of intimate-partner homicide victims being women, according to a report by the Australian Institute of Criminology.
1800 RESPECT (1800 737 732)
Lifeline 13 11 14
Kids Helpline 1800 55 1800 (for people aged 5 to 25)
