This Sunday, for the first time ever, the National Football League will run a PSA during the Super Bowl that directly addresses the country’s domestic violence and sexual assault crises.
The PSA was created by the advertising firm Grey New York for the NFL and No More, a five-year-old coalition of groups dedicated to fighting domestic violence and sexual assault. No More teamed up with the NFL to create football-focused PSAs after a number of the league's players became embroiled in child or domestic abuse-related scandals.
A 30-second version of the PSA will air during the first quarter of the game on Sunday, Feb. 1, 2015. But an extended version, which you can view above, has already been released.
In the PSA, a woman calls 911 but pretends to order a pizza so that her abuser is not aware of what she is doing. Here is a transcript of the video:
“I’d like to order a pizza for delivery.”
“Ma’am, you’ve reached 911. This is an emergency line.”
“Yeah, a large with half pepperoni, half mushrooms.”
“Um, you know you’ve called 911? This is an emergency line.”
“Do you know how long it will be?”
“OK, ma’am, is everything OK over there? Do you have an emergency or not?”
“Yes”
“...and you’re unable to talk because?”
“Right, right.”
“Is there someone in the room with you? Just say 'yes' or 'no.'”
“Yes.”
“OK, um, it looks like I have an officer about a mile from your location. Are there any weapons in your house?”
“No.”
“Can you stay on the phone with me?”
“No. See you soon. Thank you.”
The PSA, which is reportedly based on a real-life story, ends with the words: "When it's hard to talk, it's up to us to listen." The NFL donated Super Bowl airtime for the PSA and paid its production costs.
"We hope this No More PSA will bring Americans together -- on a day families and friends spend together -- in the effort to end domestic violence and sexual assault," No More Director Virginia Witt told Rolling Stone on Tuesday.
Earlier this week, Sports Illustrated decided to run a domestic violence PSA of its own, after initially deciding against it. The 15-second video portrays an uniformed football player tackling an unprotected woman.
If you’d like to learn more about the No More campaign, you can visit NoMore.org.