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RELATED: Conference calling on all leaders
In the lead up to the Violence Prevention - It's Everybody's Business Conference in October, the Bendigo Advertiser is profiling the conference ambassadors.
AFL Central Victoria regional general manager Paul Hamilton says to reduce violence against women there needs to be a culture shift.
Mr Hamilton said culture involved the minimum standards society permitted, and organisations needed to send a clear message that violent and controlling behaviour was not acceptable.
"I think (violence against women) is a huge issue in our society and culture," he said.
"I think it's something we need to stand up for.
"We're keen to make sure there's education."
Mr Hamilton said football clubs were the social hubs of many communities, and were therefore well placed to educate people about social expectations.
He said the AFL ran preseason programs about respect and responsibility, which included discussions about attitudes towards women.
He said sexist attitudes were more likely to be voiced when large groups of men were together, which was why the AFL needed to establish clear boundaries about what was acceptable.
He said domestic violence was an issue everybody needed to address, because one in three Australian women experienced physical violence in their lifetime.
"The facts are quite terrifying," he said.
"Too often, if something doesn't directly involve us we don't get involved.
"If you know of a friend who might be doing something (violent) you may be able to do something to influence them.
"We have to find a way to break the cycle."
