Aggressive behaviour was on the rise at Australian sporting events. Of particular concern, were over-competitive parents ‘raging’ at children’s events, abusing young players as well as ground officials. To combat the incidence of sport rage, Peach employed the power of humour to shame these idiots for acting like babies. 

With the simple clear theme: ‘Sport Rage. Act your Age’, we made offenders see their behaviour as silly and destructive.

The campaign was well received by all sporting associations and government bodies and attracted considerable publicity.