VMLY&R North America
Mon, 27 Oct 2014 09:24:23 GMT
Nearly two dozen current and former NFL players – including NY Giants quarterback Eli Manning – are saying “NO MORE” to domestic violence and sexual assault in a new series of video and print Public Service Announcements (PSAs). The players came forward to help shed light on these urgent and often hidden crimes in a new way. Several had personal experiences with the issues, including Troy Vincent, NFL Executive Vice President of Football Operations whose mother is a survivor of domestic violence, and Pittsburgh Steelers cornerback William Gay whose mother was killed by an abusive partner.
The new PSAs are the result of an unprecedented collaboration of celebrities, athletes, corporations, foundations and service providers who have donated their resources to bring these hidden issues into the public eye in a way that has never been done before. The creative development, production and airtime involved in this new campaign amount to millions in work hours and advertising dollars.
The new “NFL Players Say NO MORE” PSAs are centered around the first, unifying symbol (like the red AIDS ribbon), and bystander engagement movement for domestic violence and sexual assault, called NO MORE, which is supported by hundreds of national and local groups that are working to end domestic violence and sexual assault in the United States.
The PSAs were developed pro bono by Rachel Howald at the global ad agency Y&R (Young & Rubicam), produced by the Joyful Heart Foundation and Viacom’s social responsibility umbrella Viacommunity; directed by Joyful Heart Foundation founder Mariska Hargitay, actors Tate Donovan and Blair Underwood; and photographed by renowned celebrity photographer Timothy White.
Creative Agency: Y&R
Advertiser: NO MORE
Genres: People, Dialogue
Categories: Safety, Corporate, Social and PSAsVMLY&R North America, Mon, 27 Oct 2014 09:24:23 GMT