GREATER Western Sydney players will don orange boot laces when they take on Collingwood at the MCG on Sunday, but it won't be for a fashion statement, but as part of the #LaceUp campaign.
#LaceUp is a campaign run by the team at Step Back Think, who are striving to the reduce the damage caused to victims and their families by social violence in Australia.
Across the country this weekend, around 30,000 athletes will wear orange bootlaces to support the #LaceUp campaign.
There have been countless incidents in Australia of death and injury caused by a 'coward punch', most involving young males and alcohol.
Since 2000, there have been 96 deaths related to street violence in Australia. Of these deaths, 86 were males and 85 were a result of a single punch.
GWS vice-captain Tom Scully is a #LaceUp ambassador, along with teammate Josh Kelly, and says he's happy to play a part in highlighting such an important issue.
"We see too many incidents of social violence in Australia where lives are ruined in a split second," Scully said.
"As AFL players, we know violence during the game isn't tolerated and this is no different off the football field.
"The Giants are right behind this campaign as we try to stamp out violence that affects the whole community."
Essendon star Dyson Heppell and Richmond's Steven Morris are also passionate about the cause.
Morris has a special connection to #LaceUp after his schoolmate David Mitchell was left fighting for life in 2008 after being viciously attacked outside a Melbourne nightclub.
Thankfully Mitchell has recovered but as Morris told AFL.com.au last month, not every victim of violence is so fortunate.
"Like most issues, it's all about education," said Morris.
"I talk to kids at schools and educate them about what I went through in that situation and how much worse it can be.
"Alcohol just changes people's mindsets, people are a lot more confident and don't think as clearly.
"It's only a small thing but if it can make a difference to one or two people who have a bit more of a think about it when they're out or find themselves in those situations, then it's definitely worth it."