In a year when domestic violence involving professional athletes has made headlines with high-profile cases like Ray Rice’s elevator assault on his wife, the NO MORE campaign — working in conjunction with the NFL — has just released an intense PSA in the lead-up to Sunday’s Super Bowl. And it takes on the issue using a real-life 911 call.
A 30-second version of the minute-long spot — the first ad on this issue to ever air during the big game — is from anti-domestic violence collaborative NO MORE and is based on an actual emergency call. It’s slated to run during the first quarter of the game between the New England Patriots and Seattle Seahawks. Without showing any violence, the commercial uses a recreation of the call to make a powerful point about the psychological effects of domestic abuse.
“I’d like to order a pizza for delivery,” the unseen woman in the ad tells the confused 911 operator as the screen fills with images of a tossed-over living room and a pile of dirty dishes in the sink. “Do you know how long it will be?” she asks, her voice sounding a bit more intense. As the operator begins to figure out that the victim cannot speak because her abuser is in the room, the camera focuses on a smashed photograph and the message, “When it’s hard to talk, it’s up to us to listen.”
If you or someone you know is experiencing relationship abuse, please head to Love Is Respect.
The NFL began running NO MORE videos featuring league players in October during games, including the one below in which various athletes read a litany of excuses and rationalizations people make in avoiding discussion of the issue.
Similar ads featuring everyone from Courtney Cox to Ice-T, Amy Poehler, Mariska Hargitay, Mary J. Blige, Jemima Kirke and MTV News’ Sway Calloway (MTV parent company Viacom is a partner in the project) began running in September.
For more information and vital facts about gender-based violence, including dating violence, head over to Look Different.
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