It started when Long, previously regarded as shy and non-political, formally complained to the AFL about racist taunts made against him in a game against Collingwood. When the AFL appeared to dismiss the issue as a minor disturbance and something not really about football, Long, with Essendon's full support, stood firm. As the controversy raged on, football was forced into a deeply uncomfortable self-examination of its racist underbelly. The end result was AFL rule 30, a formal prohibition of all types of racial and religious vilification. Part of the deal is the requirement of all AFL players, coaches and club officials to attend racial vilification education classes at the start of each new season.
Today Long looks back on that period with a profound sense of achievement.
I felt that by standing up it might give the Aboriginal kids coming through more confidence. A hint of the profound and enduring significance of this relationship was dramatically revealed this year when Long wrote a scathing open letter to John Howard following the Government's claim that the stolen generation had not existed because only 10 per cent of Aboriginal children were removed from their families. Mr Howard, I am part of the stolen generation. Because I'm a high-profile footballer I can do that. I've got that chance because people will listen.