The new group, Hawks for Change, is separate to the push for board spots by outgoing Australian Super boss Ian Silk and Hawthorn premiership player Andy Gowers.
Hawks for Change has backers among the club’s coterie groups, with triple premiership player James Morrissey fronting the campaign.
Morrissey has been an outspoken critic of Kennett, claiming he had too much control, and previously calling for him to step aside.
“All I ask of members is to reflect on the decisions that have been made and how the club has been run,” he told News Corp.
“In my mind, too many recent club decisions have strayed from Hawthorn’s core values. I want to see a Hawthorn that is community focused once again.”