Rugby league great Darren Lockyer has urged Queenslanders to come off the sidelines and get involved to stop the scourge of domestic and family violence.
The former Bronco launched the Do Something campaign alongside the state government and media companies on Sunday.
Advertisements will appear on television, online, in cinemas and public spaces from May 1 in a bid to encourage people to take action if they see or suspect someone is being subjected to domestic violence.
Mr Lockyer said the phrase he learned during his sporting career, the standard you walk past is the standard you set, also applied to this issue.
"If we want to change domestic violence in our society then we all have a part to play," he said.
Prevention of Domestic and Family Violence Minister Di Farmer said often victims didn't even know that what was happening to them was not okay.
"Domestic violence is everywhere. It knows no boundaries, it doesn't take notice of income, race, gender, age, level of education," she said.
"It is often happening to the person you least expect."
Griffith University's Mate Program looks at the importance of the bystander in helping to change attitudes and behaviours.
Director Shaan Ross-Smith said it could be as simple as asking a neighbour if they were okay or defusing an argument between a couple on public transport by asking the time.