Teaming up with some of Australia's GOATs: Sam Fricker, Lachlan Fairbairn, Jack Robinson, Ali (Chebbo) Chebbani and more.
Sexist jokes, talking over women, pressuring women for dates, and reinforcing outdated stereotypes - disrespect towards women is a significant problem in Australia, with data from TikTok and YouGov revealing over 70% of young men feel there are barriers to them taking action, including fear of retaliation, not knowing what to do, and feeling uncomfortable.
To help change this, TikTok and Our Watch's The Line have teamed up to launch 'Respect. It’s the GOAT.' a creator-led campaign that highlights the importance of respect and shows how young men can take action to stop disrespect towards women.
Four in five young men (81%) believe they need to take more action when they witness disrespect towards women, with a similar number (82%) saying they need more support on how to do it.
Our Watch CEO Patty Kinnersly said these findings confirm that many young men want to do the right thing when it comes to respect, but fear of backlash, not knowing what to do or being isolated can hold them back.
"This campaign is about giving people the confidence to step up, support each other, and make respect the norm," Kinnersly said.
"Fostering a culture of respect starts with everyday actions – real mates hold each other accountable and create spaces where everyone feels safe and valued."
Research shows over 6 in 10 (63%) young men believe more community involvement would give them the confidence to take a stand. This includes 4 in 10 (36%) young men who say having more positive role models would make it easier for them to take a stand against disrespect.
With this in mind, TikTok and The Line have teamed up with some of Australia's GOATs - including Australian Olympic Diver Sam Fricker, Comedian Lachlan Fairbairn, Olympic Surfer Jack Robinson, Fitness creator Louis Phillips, Sports Creator Jarra Davis and Australia’s king of burgers Ali (Chebbo) Chebbani.
These influential voices lead with respect, empower positive behaviours, and are great role models for what masculinity looks like in 2025.
Australian Olympic diver Sam Fricker said respect isn’t just about being kind – it’s about showing up for others, and embracing every moment with gratitude.
"Growing up, the male role models in my life taught me the value of respect and empathy," Fricker said.
"This campaign is important to me because it highlights the power of positive influence, and how the right role models can shape the future for generations to come."
TikTok ANZ general manager of content operations Simon Bates said TikTok can shape cultural attitudes.
"We recognise our role in helping foster a more positive community for all, online and in real life," Bates said.
"We want this campaign to recognise negative behaviour when they see it, challenge it, and, ultimately, lead with respect."
"We’re incredibly proud to be teaming up with The Line, and supporting a movement that empowers young Australians to stand up for what’s right. While there is no finish line, TikTok will continue to work with the community to ensure we create a positive and safe environment."
There are many ways to challenge disrespect, but the real challenge is finding an approach that feels authentic and comfortable to take.
Some ways to stand against disrespect are:
- Show it’s not okay: Use body language/emojis (Roll your eyes , shake your head), don’t laugh, leave the convo, chat, or livestream and speak up against disrespect.
- Drop a comment: “Nah, that’s not it” or a thumbs down , ask “What do you mean by that?” or say “I don’t get why that was funny."
- Support women and girls: Check in and ask if they’re ok, acknowledge what happened, back-up mates taking action.
