AFL League chief Andrew Demetriou, Olympic flag bearer Lauren Jackson and Collingwood president Eddie McGuire will lead the charge to change attitudes in sport and the workplace.
The campaign will begin just weeks after St Kilda's Stephen Milne used a homophobic slur against Magpie Harry O'Brien.
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A year-long TV and social media campaign will encourage people to stand up and help make a difference.
In a letter pushing the initiative, Mr Demetriou said discrimination should not be tolerated and everybody had a responsibility to tackle negative attitudes and behaviour.
In a letter pushing the initiative, Mr Demetriou said discrimination should not be tolerated and everybody had a responsibility to tackle negative attitudes and behaviour.
![Photo: [follow this link for a short clip and analysis hegemonic masculinity and the 'no homo' phenomena: http://www.thesociologicalcinema.com/1/post/2011/12/no-homo-in-the-boondocks.html]](http://a6.sphotos.ak.fbcdn.net/hphotos-ak-snc7/c47.0.403.403/p403x403/486466_382225818511381_426950193_n.jpg)
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