Taxpayers will fork out $180,000 so that an SMS can be sent to 57,000 footballers, who are signed up to receive updated ladders via text message.
The texts to be sent to footballers include tailored messages such as "Out in Shepp 2nite? Remember real champs look out for their mates".
Over the current football season there will be more than one million texts sent.
Minister for Respect Justin Madden said it was important to get the message across to young males - "the group most at risk of alcohol-related violence".
"These messages help us go straight to the source and remind young men about how to go out on the town to enjoy their night while looking after their mates," he said.
Mr Madden said research showed that 85 per cent of young adult males who saw the campaign said it made them think about how to avoid trouble while they are out drinking.
Would receiving an SMS from the Government make any difference on how you behaved or how much you drank? Or is it just all a waste of money?
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