When America saw Ray Rice knocking his then-fiancé Janay Rice unconscious, the National Football League has been in a state of disrepair. Whisperings of a league-wide coverup emerged. Women contemplated their football fandom. Female sports anchors took a stand. Domestic violence — and the NFL's handling of it — came front and center.
Since the September incident, the NFL has made efforts to revamp its education and rules surrounding domestic violence with its players. But, these attempts have felt half-hearted or forced — like creating a Social Responsibility Team of women who were meant to create new programs within the league.
On Wednesday morning, however, the NFL proved everyone wrong. The NFL debuted a PSA against domestic violence featuring some of its players, including Eli Manning. In the video, produced by NO MORE, players repeat the eponymous phrase, echoing the sentiment that the league will no longer tolerate the kind of deplorable behavior it's previously ignored.
NFL spokesperson Joanna Hunter explained on the TODAY show how the league's been making larger strides against domestic violence. "The NFL also has met with domestic-violence and sexual-assault experts; started to revise the league’s conduct policy; begun conducting mandatory education sessions for league owners, players and personnel; and explored programs to promote character development and healthy relationships among children and young adults who play football," she told the show's hosts.