Ahead of ANZAC Day this year, RSL & Services Clubs Association (RSL & SCA) has refreshed its Respect the Day campaign, with a new powerful theme and message: Their Spirit Lives on in You.
The campaign was first created by Bathurst RSL in response to concerns about antisocial behaviour on ANZAC Day, particularly among younger Australians. It aimed to educate young people and migrations about the true meaning of ANZAC Day, including why it’s held, what it represents, and how they should conduct themselves on the commemorative day.
Since 2019, RSL & SCA has been responsible for spearheading the campaign, ensuring a unified message around ANZAC Day. This year’s new theme reinforces “the idea that the courage, sacrifice, and mateship of our veterans continue to inspire and shape our communities today”.
RSL & SCA’s Brad Smith highlighted the importance of a consistent ANZAC Day message.
“A unified message strengthens awareness and understanding of ANZAC Day’s importance,” he said.
“When clubs, media, and the community all share the same themes –Their Spirit Lives on in You – it creates consistency and reinforces the values behind the day. This helps ensure ANZAC Day remains a solemn and respectful occasion, rather than just a public holiday.”
He emphasised that clubs play a vital role in educating communities about the significance of ANZAC Day.
“By embracing the Respect the Day campaign, clubs can amplify the message through their networks, including members, staff, and local community,” Smith said.
“Whether it’s through in-club signage, social media, newsletters, or events, clubs can reinforce the theme, “Their Spirit Lives on in You,” reminding younger generations and newer Australians of their role in carrying forward the ANZAC spirit.”
For Coledale RSL president Melissa Ellery, ANZAC Day is about upholding 75-year-old traditions, which she personally grew up knowing.
“I lived on [same] street [of the RSL], and my first real memory of this town was waking up to the sound of the band playing outside my window as they marched down the street,” she said.
This year, the club, which is located in NSW’s Illawarra region, will hold uphold traditions with a dawn service, followed by a free breakfast barbecue for attendees and a day of Two-Up. Although the club has grown as a music venue, it will remain music-free on ANZAC Day.
“For just that day, we don’t put music on because there’s just so many people in the venue,” Ellery said.
She added that attendance at the club’s ANZAC Day commemorations has doubled recently.
“I think it feels more real to us all now. With what’s happening in the world, there’s a greater sense of reality and sadness that’s definitely going on. [ANZAC Day] is really a time to remember and think about, not only those who have fallen in the past but also to reflect on what’s going on around the world at the moment.”
Smith agreed there’s been a “noticeable shift in attitude” among younger Australians towards ANZAC Day.
“This change is likely due to increased education, stronger community engagement, and campaigns like Respect the Day, which highlight respectful ways to commemorate. Clubs, in particular, have played a role in setting expectations for responsible behaviour, ensuring the day is marked with reverence rather than excess.”
At no cost, clubs can get behind the Respect the Day campaign, by registering details here. Participating clubs will receive free marketing materials, including digital assets, posters, and suggested messaging.