Sideline abuse has become an all-too-common issue in community sport, and RugbyWA recognised that something needed to change - not just in behaviour, but in the way we talk about it.
In 2025, RugbyWA launched the Said No One Ever campaign to reframe the conversation, centring the voices and experiences of those most affected: players, referees, coaches, and volunteers.
Developed in alignment with SportWest’s True Sport program, the campaign was designed to disrupt the normalised culture of sideline outbursts. Instead of focusing on punishment or generic appeals for respect, it chose to challenge spectators through irony and empathy. Messaging like, “I wish you yelled more at my games – said no kid ever,” or “Verbal abuse is what keeps me coming back – said no referee ever,” forced people to reflect on the real impact of their words.
The goal was clear: encourage self-awareness, promote empathy, and make RugbyWA’s community a safer, more inclusive place for everyone involved in the game.
The campaign continued to run across RugbyWA’s digital channels and was supported by posters distributed to all clubs throughout WA, in addition to True Sport’s toolkits and educational resources that sparked real conversations at the grassroots level. The Said No One Ever campaign has reached over 50,000 views online and has been shared widely by local clubs throughout the state.
For RugbyWA, this wasn’t just a communications campaign - it was a cultural shift. It demonstrated a commitment to building environments where people feel safe to participate, grow, and lead. And for our partners and stakeholders, it sends a strong message: we’re not just here to run competitions. We’re here to protect the future of the game by living our values - on and off the field.
Because creating a better game starts with building better sidelines.
