“When it’s hard to talk, it’s up to us to listen.”
On Sunday, Super Bowl viewers everywhere will see the big game’s first-ever commercial addressing domestic violence and sexual assault.
The NFL has released the 60-second version of its PSA for its “No More” campaign ahead of the Feb. 1 festivities. The 30-second version of the spot will air live during the first quarter of the game. The NFL donated the airtime and production costs for the ad from Grey New York, reports Adweek, following the league’s troubling 2014 with scandals surrounding players Adrian Peterson and Ray Rice.
The ad, which is based on an actual phone call and is free of any direct images of violence, hauntingly peers into a woman’s disheveled home. Meanwhile, the audio reveals that she is dialing 911 for help under the cover that she’s ordering a pizza and can’t speak freely. The operator decodes her message and reassures her that help is on its way.
Watch the PSA below.