Last year 114 million people held their breath as they watched the No More’s anti-domestic violence ad during the Superbowl game.
The minute-long PSA was widely praised for taking its message — that we need to be switched on the signs of domestic violence — to such a wide audience.
The NFL, like our own sporting codes is marred by incidents of violence against women, sexual assault and domestic violence, involving both its stars and fans — since 2006, the US authorities have pursued more than 50 domestic violence cases against NFL players.
Many commentators refer to Superbowl night as ‘ most dangerous night of the year’ in America for women, because of the strong culture of heavy drinking around the event and the emotional investment that many men have in its outcome.
This year’s ad features a text conversation between two female friends, with a woman named Jess inviting her friend over watch the game.
“Don’t think it’s a good idea,” the friend replies. “Jake is in one of his moods. I should prob not go out.”
The message of the campaign is that there are many, often subtle, signs of domestic violence and assault.
“This PSA captures how most young people — and many others — use texting to communicate and how sometimes saying a little says a lot,” NO MORE Director Virginia Witt said in a press release.
“Learning more can empower people to have potentially life-saving conversations and reach out for help. We hope this will be one more step toward the culture change we are seeking around domestic violence and sexual assault.”