Goodes features in a Community Service Announcement (CSA) developed by the Australian Human Rights Commission and aired nationally.
The 30-second video clip is part of the Human Rights Commission’s Racism. It Stops With Me campaign.
Mr Goodes and supporters of all ages shot the anti-racism clip at the Sydney Cricket Ground shortly after it was revealed the footballer had again been racially vilified during a game against Essendon.
"Many of us have experienced racism first-hand. Some of us have seen or heard it directed at others," Goodes said.
"The message I'd like to give to all Australians is this: 'If you see something, say something. Let's all take a stand against racism'."
Race Discrimination Commissioner Tim Soutphommasane said Goodes was a fitting ambassador for the campaign, which aims to empower people to respond to racism.
"The vast majority of Australians reject racism. As a society, we must send a strong message that race-hate is unacceptable – not only through our laws but also through our everyday behaviour," he said.
"The Community Service Announcement released today reminds us that there are practical things all of us can do to counter prejudice and discrimination."
One in five Australians report being targeted by race-hate talk such as verbal abuse or racial slurs. More than one in 20 people say they have been physically attacked because of their race.