The NFL's efforts to "change the way it deals with domestic violence and sexual assault have taken a turn into mainstream media, with a Hollywood partnership that will result in a series of new public service announcements to air during all NFL games starting Oct. 23," according to Lindsay Jones of USA TODAY. The series of television spots "will be directed by actress Mariska Hargitay in partnership with her Joyful Heart Foundation and its 'NO MORE' campaign." The NFL last month "began airing 'NO MORE' PSAs featuring actors like Hargitay, Amy Poehler, Andre Braugher and Ice-T." But the new PSAs -- filmed yesterday and today in N.Y., L.A. and Dallas -- will "feature dozens of current and former NFL players." Three of the "first men to film their spots" were Giants QB Eli Manning and LB Mark Herzlich and NFL Exec VP/Football Operations Troy Vincent. Actors Blair Underwood and Tate Donovan "will direct the PSAs that are being filmed in California and Texas, respectively." Hargitay said, "This is tangible. This is a monumental step toward change. If badass NFL heroes are coming forward to talk about these issues, I guarantee you it is going give inspiration and permission to young boys to step up in a new way." Jones notes the spots will debut Oct. 23 during the Chargers-Broncos Thursday night game on CBS, "accounting for air time in Week 8" worth $3M. The spots, produced by Viacom, also will "be shown on Viacom billboards in Times Square and be available on YouTube." NFL VP/Social Responsibility Anna Isaacson said, "Many of our players wanted to speak out and wanted to have a voice on this issue. This PSA was the right way to do it" (
USA TODAY, 10/14).
COUNSEL OF EXPERTS: USA TODAY's Tom Pelissero reports the NFLPA "has put together a group of 11 outside experts from a variety of industries who will provide recommendations on how to tackle domestic violence and other issues facing the league." The union "hopes the NFL will lend its support and input to the initiative, which the NFLPA plans to present to league sponsors beginning this week as evidence of its commitment to resolving the problems facing its membership." NFLPA Exec Dir DeMaurice Smith said, "This was designed to get it right. We took those names to the league. We're waiting to see who they want to be a part of it. But that's the way we're going to move forward." Smith said that the NFLPA "will bring in additional voices if the commission says they're necessary, but the hope is the deliberate process of forming the panel has put the right people in the room." The union also "will listen to ideas from league sponsors, some of whom have publicly expressed concern over the league's handling of Ray Rice and other high-profile cases involving violence" (USA TODAY, 10/14).
