KEY POINTS:
His nickname on the field is Jake the Muss - but Ruben Wiki is fronting a campaign which is far removed from Once Were Warriors.
The league star is the new face of the Family Violence: It's not OK campaign, which is aimed at putting a stop to family violence.
The veteran Warriors prop was nicknamed after the brutal character played by Temuera Morrison in the film Once Were Warriors, due to his hard-man reputation on the pitch.
Wiki said he wanted to be part of the campaign to help keep families safe and free from violence.
Otahuhu's Anglican Trust for Women and Children (ATWC) came up with the idea and acknowledged the benefits of using Wiki, who is of Maori and Samoan descent.
Chief executive Wilson Irons said: "Ruben is a local hero in the Pacific Island community and a firm supporter of the anti-violence message.
"Having him on the poster means people are more likely to keep it and put it on a wall where it will be seen."
ATWC works with around 5,000 people through its 12 community service programmes, but cannot reach everyone, Mr Irons said.
"Family violence is a big issue in South Auckland. The poster is a way we can get the message about keeping families safe into places we cannot reach."
The poster will be launched next Wednesday at Gladiators of Change, an event for Pacific Island men.
