NO MORE, NFL and Grey Again Team Up To Empower Viewers to Learn the Warning Signs of Domestic Violence and Sexual Assault and How to Help In Super Bowl 50 Ad
NO MORE (nomore.org), the public awareness campaign designed to engage bystanders around ending domestic violence and sexual assault, will launch a :30 TV commercial in the 3rd Quarter of Super Bowl 50 on Sunday, February 7th on CBS. Viewers will be directed to text ‘NO MORE’ to find out how to help.
The effort builds on the public awareness success of last year’s commercial called “Listen,” a stark portrayal of a real 911 call, which marked the first-ever Super Bowl spot to address domestic violence and sexual assault. “Listen” generated a wave of social media, hotline calls and website visits, becoming one of the most widely viewed PSAs of its kind in American history.
This year’s commercial called “Text Talk,” was created by Grey New York. The National Football League (NFL) donated its airtime for the spot and its production costs.
Inspiration for the commercial came 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
The commercial follows a text message conversation between two friends. A woman’s obvious reluctance to come to a Super Bowl party at a friend’s house, after missing a few social occasions, coupled with her silence when questioned about her well-being, raises concern for her safety. The recognizable iOS typing indicator thought bubble icon is used, symbolically, to point out one of the many signs of domestic violence, her inability to talk about an abusive relationship.
The spot ends by calling on viewers to “TEXT ‘NO MORE’ TO 94543.” For a limited time beyond Super Bowl 50, people who opt into the text program will receive action-oriented messages educating them on common signs of abuse and steps they can take to help victims of domestic violence and/or sexual assault. The texts will also reinforce the message that “you don’t need be an expert to get involved, you just need to be a friend.”
“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. “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.”
In addition to airing during the Super Bowl, NO MORE will host an extended version of the spot on digital channels and mobilize their 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 have the opportunity to participate in a unique CrowdRise fundraiser to support a wide variety of domestic violence and sexual assault non-profits from across the country. For more information, or to add your organization to the CrowdRise fundraising challenge visit, crowdrise.com/nomorechallenge.
About NO MORE
NO MORE is a public awareness campaign designed to engage bystanders around ending domestic violence and sexual assault. Launched in March 2013 by a coalition of leading advocacy groups, service providers and major corporations, NO MORE is supported by hundreds of national and local groups and by thousands of people who are using its signature blue symbol to increase visibility for these hidden issues. Click here to learn more about NO MORE, or download our free tools here. And for regular updates, follow NO MORE on Twitter (https://twitter.com/nomoreorg) Facebook (https://www.facebook.com/NOMORE.org) and Instagram (https://instagram.com/nomoreorg).
Advertiser: NO MORE
Spot Title: Text Talk
First Air Date: February 7, 2016
Creative Agency: Grey NY
Chief Creative Officer: Andreas Dahlqvist
Executive Creative Directors: Leo Savage and 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 House: One Thousand Birds
Sound Design: Andrew Tracy, Calvin Pia
Mix: Andrew Tracy
Msg & data rates may apply. Text STOP to 94543 to stop receiving messages. Text HELP to 94543 for HELP.
Contact: Owen J. Dougherty
Contact: Amy Terpeluk
SOURCE NO MORE and Grey