A PSA was created with footage illustrative of a domestic abuse struggle, a recreation of a real 9-1-1 call in which a victim pretends to order a pizza so as not to arouse the suspicion of her nearby abuser. After receiving several unprompted pizza delivery related responses, the 9-1-1 operator picks up on the real reason for the distress call and sends help.

During the 2014-15 season, The National Football League (NFL) repeatedly found itself in the headlines for its failure to prevent and adequately respond to acts of violence and domestic abuse by its players. The league needed to show fans and the general public that they were taking and reacting to the accusations and allegations seriously, holding players accountable for their actions off of the field. To make this mission loud and clear, the NFL decided to use its biggest stage, the Super Bowl to bring attention to the issue.

“No More” aired during donated time from the NFL to show their real commitment.. The NFL was again in the headlines, but this time it was because they had delivered a powerful message asking viewers to take a pledge to say “No More” to domestic violence and sexual assault. The spot not only sparked an international conversation, with coverage by The Wall Street Journal, Adweek, Ad Age and numerous other media around the world, but also led to a drastic spike in calls to local and national domestic violence hotlines.