Part of a new Rugby Smart initiative covering the areas of respect and responsibility with an emphasis on good relationships has nothing to do with what happened with the Chiefs and their end-of-season antics.
The new Rugby Smart expanded programme covers six core areas.
One is a tailored programme around respectful relationships, including consent, sexual assault and violence prevention.
The issue of rugby and player behaviour had come under the spotlight in the past few weeks after a stripper at an Chiefs function complained she had been badly treated.
NZR medical director Dr Ian Murphy said when the union met ACC last year to discuss the expanded programme it was all inside the chalk lines - the game and the way it was played.
ACC wanted to use the strong community links of rugby to expand it into other areas and get messages not just about rugby out into the community.
``It is all well and good for someone like me to go and tell a group of young people to not drink and drive. But if someone like Sonny Bill Williams goes out and talks to them, then the ability to get the message across is so much higher,'' Murphy said.
``It is not a response to what has just happened. We have been talking about this piece of work since November-December last year.
``Rugby is very much part of the community and if the sport can do something for the community then it is positive for everyone.''
The union has appointed Joe Harawira as its Rugby Smart manager and he started work yesterday.
