Introducing our #SayItNow Ambassadors for 2024

By: Rhiannon Mason
Wednesday, February 28, 2024

#SayItNow 2024 Ambassadors

#SayItNow returns in 2024 as Victorians join the conversation to celebrate the important people in their lives.

#SayItNow is an annual initiative of Tobin Brothers Funerals, designed to encourage Victorians young and old to celebrate the important people in their lives.

Founded in 2016, the #SayItNow campaign is designed to inspire people to reach out to those they love and tell them how they really feel about them.

This year’s campaign will run from the 3rd of March until the 9th and we’re very excited to be once again joined by a raft of inspiring ambassadors.

This year’s #SayItNow campaign is also a little bit extra special, as it coincides with Tobin Brothers Funerals’ 90th birthday celebrations.

#SayItNow Ambassadors

Each year for #SayItNow, Tobin Brothers Funerals is joined by leaders from a range of industries.

Previous ambassadors to feature in the campaigns include Susan Alberti AC, Denis Walter, Moana Hope, Peter Daicos, Archie Thompson, and many more.

They join us to share their stories and their appreciation for those they love in an effort to encourage others to do the same.

For #SayItNow 2024, we are thrilled to be partnering with some of Australia’s biggest names in sport, media, and community service.

Let’s meet our #SayItNow2024 Ambassadors!





Libby Birch

Libby Birch is an accomplished AFLW player, a promising media talent, and a qualified physiotherapist. 

It was netball where Libby first proved her athletic ability, captaining Victoria and playing in multiple Australian squads in Netball.

Before playing Australian Rules Libby had never even kicked a football, yet it was only 3 months playing with the Darebin Falcon’s VFL side before Libby was selected for the Western Bulldog’s AFLW side.

Libby has been named in multiple All-Australian teams, played a pivotal role in two premiership teams and is the first Victorian Player to reach 50 games in AFLW history. 

Libby has also been making a name for herself as a commentator and columnist, and she joins the Tobin Brothers #SayItNow campaign to thank her parents for supporting her throughout her career.

Peter Cullen AM

Peter Cullen AM founded Reclink Australia in 1990, an organisation that provides and promotes sports, recreation and arts activities for communities facing disadvantage throughout Australia.

Initially trained for Catholic Priesthood and working for the Sacred Heart Mission for over 15 years, Peter has always been about improving the lives of people experiencing disadvantage through sport and arts.

Peter has received numerous awards, including an Order of Australia Medal, Centenary Medal, and Tattersall’s Award for Enterprise and Achievement.

Peter joins Tobin Brothers #SayItNow to thank the staff and volunteers who make Reclink’s program’s possible.

Father Luciano Toldo

A long-time friend of Tobin Brothers Funerals, Father Luciano Toldo is the Parish Priest at St Luke’s Catholic Church in Lalor.

Born in Brazil, Fr Luciano moved to Australia shortly after being ordained as a priest and completing degrees in Philosophy and Theology.

His first appointment was in Sydney working as a chaplain with the Hispanic community, before later moving to Melbourne and becoming Parish Priest at St. Luke’s.

Fr Luciano Toldo joins the #SayItNow initiative to say thank you to the carers of the world, inspired by the care his own sister has received as someone with a disability.

Katrina Werry

Olympian and two-time World Champion rower Katrina Werry has her sights on this year’s Olympic games in Paris.

Originally from Melbourne, Katrina was always into sports, obtaining her Junior Black Belt in Taekwondo before getting into rowing.

Katrina’s star has continued to rise within the sport, gaining notoriety as a stand out athlete and inspirational leader.

In the 8 years she was selected in Victoria's senior women's eight competing for the Queen's Cup at the Interstate Regatta, her crew were victorious in all but one.

Katrina took time out from training at the national squad training camp in Penrith to join us at her family home in Ballarat to ‘#SayItNow’ to her father, for all his love and support throughout her career.

Sarah Todd

MasterChef alumni and celebrity chef Sarah Todd has joined Tobin Brothers as an Ambassador for #SayItNow Week. 

It’s been a whirlwind journey for Sarah since wowing the judges and audiences in Season 6 of MasterChef Australia in 2014. 

Sarah is an in-demand international chef, restaurateur, TV host, speaker, and entrepreneur.   

As well as opening two restaurants in India over that time, Sarah has released two cookbooks and been involved in various television projects in Australia and India, including hosting her own series following the journey of her restaurant openings “My Restaurant in India” and “My Second Restaurant in India”.

In 2022 Sarah returned to the MasterChef kitchen, finishing runner-up in the final.

Adam Cooney

Adam Cooney is a former professional Australian rules footballer who played for the Western Bulldogs and Essendon Football Club. 

Adam was the number 1 draft pick in 2003, an AFL rising Star nominee in 2004, and in 2008 he won the Brownlow Medal. He was once described as one of the fastest men in AFL and known as the finest player in all of Australia when he was drafted.

After retiring from AFL, Adam has become a trusted source of insight into the game, regularly providing commentary for AFL Nation, SuperFooty and SEN.

Adam is growing in popularity outside the sports realm also, appearing on Ninja Warrior in 2017 and I'm a Celebrity...Get Me Out of Here! in 2023. 

Why #SayItNow?

Tobin Brothers Funerals Managing Director, James MacLeod said “Too often, our people have witnessed the heartache suffered by families and friends who did not have an opportunity to acknowledge the impact a loved one has had on their life before they died.

We felt compelled to develop #SayItNow week as a way of reminding people not to wait until it’s too late to express your thoughts and feelings to the people around you. #SayItNow week is a wonderful opportunity to encourage all Victorians to celebrate their important relationships by sending messages of gratitude to their loved ones.

Whether it’s a family member, an old friend, or someone who was influential in their lives, Tobin Brothers is urging people to use #SayItNow to tell that special person about the impact they’ve had on their life and what that has meant to them.

How can I get involved in #SayItNow?

#SayItNow week runs from the 3rd until the 9th of March 2024.

Moments can be shared on social media with the hashtag #SayitNow and the ambassador videos will be released daily at

#SayItNow week urges people to pick up the phone, catch up for a coffee or to send a message to a friend or loved one, to tell them how important they are and then to share their #SayItNow moment on social media.

Use the hashtags to #SayItNow to someone you appreciate!


#Tobin Brothers









Each day throughout #SayItNow week, one ambassador video will be released via the Tobin Brothers’ website, and shared throughout their social media channels.


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