Game Changer ‘Activation Day’ to take place at Sunday’s All-Ireland Football Semi-Final in Croke Park

10 July 2025

An innovative programme of events spotlighting how male allyship and positive role
modelling can help tackle the problem of domestic, sexual and gender-based violence
is to take place as part of the All-Ireland Football Semi-Final and Junior
Championship Final in Croke Park on Sunday (13.07.25).


The Activation Day will mark the eve of the launch of a new public awareness
campaign for the Game Changer programme by the GAA, in partnership with Ruhama
and White Ribbon Ireland, supported by the Ladies Gaelic Football Association (LGFA)
and the Camogie Association.


The Game Changer programme aims to challenge the social and cultural norms and
behaviours that contribute to domestic, sexual and gender-based violence. These
norms and behaviours can range from catcalling, harassment and victim-blaming, to
sharing of pornography, intimate image abuse which is often referred to as revenge
porn, coercive control, sexual exploitation and violence.


The goal of Game Changer is to use the positive influence of Gaelic Games to promote
alternative behaviours, attitudes and role models, and provide people with tools and
knowledge to help them tackle domestic, sexual and gender-based violence.
Announcing the Game Changer Activation Day, President of the GAA Jarlath Burns
said: “By dedicating one of the biggest days of our year to promote the Game Changer
programme, we want everyone to know that Gaelic Games considers any form of
domestic, sexual, and gender-based violence unacceptable. We are delighted to work
with our partners White Ribbon Ireland, Ruhama and Cuan to raise awareness about
the serious societal issue by activating our unique reach into communities across
Ireland and beyond. I want to especially thank both the MacCumhaills GAA Club in
Donegal and Bray Emmets in Wicklow for their leadership in participating in this
awareness campaign – the second we have delivered under the Game Changer banner,
alongside our sister Associations, LGFA and Camogie.”


Game Changer Activation Day Programme
A special programme of events on Sunday in Croke Park will raise awareness of Game
Changer among fans and specially invited guests, Minister for Justice, Home Affairs
and Migration Jim O’Callaghan; the Minister for Education and Youth Helen McEntee;
and Ruhama Ambassador, former Tánaiste, Minister for Justice and MEP, Frances
Fitzgerald. Support for the Game Changer programme was highlighted as a notable
achievement in a progress report by the Department of Justice published last month
on its ‘Zero Tolerance Strategy on Domestic, Sexual and Gender-Based Violence’.
Welcoming the Game Changer Activation Day and new public awareness campaign,
the Minister for Justice Jim O’Callaghan said: “I believe the Game Changer campaign
is highly innovative in how it is harnessing the unparalleled reach and positive
influence of Gaelic Games to engage people across communities, challenging harmful
gender norms and promoting respectful behaviour.


“Men and boys must be part of the solution to domestic, sexual and gender-based
abuse and violence – not as passive bystanders, but as active allies. Men need to speak
up and confront inappropriate behaviour, model good behaviour to younger boys, and
generally take responsibility. This campaign will provide them with some of the tools
and knowledge to do just that, and I’m delighted to be able to support the work being
done by Ruhama, the GAA, White Ribbon Ireland and Cuan on this.”


Minister for Education and Youth Helen McEntee said: “There is a role for everyone
in tackling domestic, sexual and gender-based violence and I am delighted to see the
GAA use their influence to raise awareness, promote positive behaviours and to
provide everyone with the tools to tackle domestic violence.


“That the GAA are using their platform to promote the Game Changer programme is a
testament to their commitment to challenging the actions and behaviours that may
contribute to domestic, sexual and gender-based violence. With the GAA’s
unparallelled influence, this will ensure that the message of zero tolerance for any
form of violence is heard right across the country.


“I want to sincerely thank the GAA, Ruhama, White Ribbon Ireland and Cuan for their
work on this vital campaign.”


Also among the special guests in attendance at the Activation Day will be Jason Poole,
whose sister Jennifer was murdered in 2021 by her former partner. Jason will take part
in a half-time pitch-side interview that will be transmitted to the anticipated full
capacity, 82,000 attendees on the stadium’s jumbo screens.


Donegal footballer Oisín Gallen, who will be playing in the Donegal versus Meath
football semi-final on Sunday, features in the new public awareness campaign as a
Game Changer ambassador, and a 30-second video ad that he features in will also be
played on the jumbo screens.


Ends

 

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