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No More releases anti-domestic violence Super Bowl ad

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A woman requests a pizza from the man on the other end of the line—except the man is an emergency dispatcher, who eventually figures out that this woman doesn’t want a pizza. She wants help.

This is the premise of the No More Super Bowl ad, which aims to raise awareness about domestic violence. Once the emergency dispatcher figures out the woman’s in danger, he sends an officer to her house. “When it’s hard to talk,” the ad’s concluding text reads, “it’s up to us to listen.”

The ad is a powerful statement on domestic abuse—and a good PR move for the NFL: The organization came under fire in 2014 for mishandling domestic abuse within the league when video of Baltimore Ravens player Ray Rice hitting his then-fiancée surfaced. The league initially responded by suspending Rice from two games, a punishment that many thought was too lenient given Rice’s crime. They later suspended him from the NFL indefinitely, but he’s since been reinstated (though is currently not on a team).