THE WESTERN BULLDOGS are calling on their members and supporters to set the standard for crowd behaviour at the football.

The Bulldogs launched their 'Be Loud, Be Fair' campaign on Tuesday night by asking their fans to support everyone's right to enjoy the footy free from abuse by signing a petition on the club's website.

The initiative comes just 18 months after the club established its member code of conduct.

The latest campaign follows two incidents of racial abuse towards indigenous players in 2014 that led to a public apology from president Peter Gordon.

"For a second time this season, our club has been embarrassed and diminished by the actions of members who have vented racist abuse at opposition players," he said in a statement in August 2014.

Gordon, captain Robert Murphy, coach Luke Beveridge and club legend John Schultz are all faces of the campaign, with the president saying it's important the Dogs led the way in providing a safe and fun match day environment for all fans.

"As a club, we are against all forms of abuse, or any other action that degrades or disparages people and negatively impacts their match day experience," Gordon said.

"Our club is for everyone and we want our fans to be expressive and in full voice when supporting our team, but we also expect that they are mindful of their surroundings."

The Bulldogs will play their 'Be Loud, Be Fair' video on the big screen at all home games for the remainder of the season, beginning at the round 17 match against Collingwood.

Bulldogs fans can click here to make their pledge to the Be Loud, Be Fair campaign.