No More, the public awareness campaign designed to engage bystanders around ending domestic violence and sexual assault, is to debut its latest PSA during the third quarter of Sunday’s (7 February) Super Bowl.
The effort builds on last year’s commercial ‘Listen’ and follows a text message conversation between two friends, with one appearing reluctant to come join her friends at a Super Bowl party. Her reluctance coupled with missing a few other social occasions and silence when questioned about her well-being, raises concerns for her safety.
The recognisable iOS typing bubble appearing and disappearing points out one of the many signs of domestic violence – her inability to talk about an abusive relationship.
“The PSA captures how most young people – and many others – use texting to communicate and how sometimes a little says a lot,” comments No More director, Virginia Witt.
The spot ends by calling on viewers to text and for a limited time those who opt in will receive action orientated messages educating them on the common signs of abuse and steps they can take to help victims of domestic and/or sexual violence.
Creative Agency: Grey NY
Chief Creative Officer: Andreas Dahlqvist
Executive Creative Director: Leo Savage, 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