In 2014, in the wake of public outcry over the way the league handled former Baltimore Ravens running back Ray Rice’s assault of his then fiancée (now wife), No More launched its first major campaign against domestic violence and sexual assault.

Last year, No More was given a 30 second spot to run its public awareness ad to combat domestic violence. The ad, by Grey New York, gave viewers the harrowing experience of listening to a 911 call by a woman trying to get her help message through disguised as a pizza order. It ended up with 2 billon global impressions after it aired.

No More has been given another spot this year donated by the NFL, in the third quarter. This year’s ad, Text Talk, also by Grey New York (the NFL’s lead agency) is a text message conversation. Its style is similar to its predecessor’s – subtle, because domestic violence is hard for outsiders to see and impactful, because it puts the viewer inside the scene. The NFL is also paying for production costs.

A woman is texting about her reluctance to come to a Super Bowl party in progress at a friend’s house because her partner is “in one of his moods”. The language typed feels authentic and its graphics are underscored by the sounds of typing, sending and receiving texts plus the ambient sound of a party in the background. The spot ends with the typing bubble paused, suggesting that something has gone wrong.

“This PSA captures how most young people — and many others — use texting to communicate and how sometimes saying a little says a lot,” said No More director, Virginia Witt, in a statement. “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.”

According to the statement the ad grew from two insights:

• NO MORE has found that 64% of Americans say that simply starting a conversation about domestic violence and sexual assault would make it easier to help someone.  Often it’s up to friends, family members and bystanders to begin the dialogue
• Gallup reports that texting is a dominant way of communicating for Americans under 50

No More will host an extended version of the spot on digital channels and use its network of advocacy groups to promote the effort in social media. This year, those who visit NOMORE.org, in the days surrounding Super Bowl, will be given the opportunity to participate in a CrowdRise fundraiser to support a wide variety of domestic violence and sexual assault non-profits from across the country. They will also receive information about the common signs of abuse and step they can take to help victims.

The NFL is running a 60 second ad in the game as well, that is far less serious. Super Bowl Babies Choir features what the league calls “the biggest collection of Super Bowl Babies: fans born in winning cities approximately nine months after the game.”

Credits:
Creative Agency:  Grey NY
Chief creative officer: Andreas Dahlqvist
Executive creative directors: Leo Savage & Jeff Stamp
Group creative director: Joe Mongognia
Creative director: Evan Benedetto

Production company: Brand New School
Executive creative director: Jonathan Notaro
Managing partner:  Devin Brook
Art director: Jeffrey Welk
Designer: Angela Bac
Lead 2D animator: Jim Forster
Head of Production:  Julie Shevach
Producer: Johnna MacArthur

Audio company: One Thousand Birds
Sound design: Andrew Tracy & Calvin Pia
Mix: Andrew Tracy