A powerful new video which shines a light on how cyberbullying affects children and their parents, has launched Richmond’s 2019 fundraising drive to help keep children safe from violence and online bullying.
The Club has collaborated with its preferred charity partner, the Alannah & Madeline Foundation, to produce an online campaign highlighting the need for education around online safety.
Light the Darkness features Richmond players Dustin Martin, Trent Cotchin, Tom Lynch, Kane Lambert, Sabrina Frederick and Christina Bernardi.
“Whether you’re a child, parent or bystander, being informed is one of the most important steps to stopping online bullying,” Cotchin said.
Up to one in five Australian children have reported being bullied online.
Donations to the Alannah & Madeline Foundation can help Light the Darkness on the problem, with just $10 providing a child or young person with an eSmart Digital Licence.
Richmond CEO Brendon Gale said the Light the Darkness campaign showcased how a donation can make a difference in keeping children safe online.
“Football is and always will be our core business, but partnerships such as this speak to what we stand for and what we value," he said.
“We have been inspired by the support and generosity of the Tiger Army in helping this wonderful Foundation to protect and create a safe environment for children across the past eight years.
“It’s all about letting kids be kids, just like when they’re at the footy.”
The campaign will lead into Richmond’s dedicated Round 21 game with Carlton at the MCG on Sunday, August 11.
Alannah & Madeline Foundation CEO Lesley Podesta, said the Club’s contributions, which amass $750,000 since 2012, were real and measurable.
“The Foundation has reached more than two million children through our care, and prevention and advocacy program over the past 22 years. We don’t do this by ourselves,” she said.
“It’s because of partners like Richmond that we can create a safer world for children. We rely on the support from Richmond’s membership and supporter base, and the club’s leadership, to help us create real change in the lives of our children.”
The Foundation’s eSmart Digital Licence is a series of online challenges teaching students from prep to secondary school how to stay smart, safe and responsible online.
Richmond offers special Alannah & Madeline Foundation memberships, with every cent going towards the Foundation’s programs and keeping children safe.