When Mariska Hargitay began playing her role on Law & Order: Special Victims Unit, she received letters from viewers disclosing their experiences of domestic violence and sexual assault. The fact that these individuals were revealing something so personal demonstrated to Mariska how desperate they were to be heard, believed, supported and healed. Her response was to create the Joyful Heart Foundation.

Over a decade later, the issues of sexual assault and domestic violence are dominating the media. Celebrities and athletes alike – Chris Brown, Oscar Pistorius, Ray Rice – are all seemingly fearless of consequences. If celebrities are perpetrating these issues, what message does it send to fans?

Hargitay, through Joyful Heart and the NO MORE campaign, directed a series of groundbreaking NO MORE PSAs to connect with younger males and millennial audiences most influenced by celebrity bad behavior, and to challenge viewers to end the excuses and inaction around DV/SA.

She directed talent from across male and millennial programming in “docu-style” clips. During filming for NO MORE, influencers were often overcome with emotion, which sparked an additional PSA: “Speechless.” The spots reveal the depth to which we are affected by these previously unspeakable issues.

The issues the NO MORE PSA campaign sought to address became such a recognized part of the public discourse that the NFL enlisted us to co-produce a series of NO MORE PSAs featuring its athletes.

The entire campaign encouraged almost 3 billion potential bystanders, victims or perpetrators, to speak out and say NO MORE.

Hargitay, through JHF and the NO MORE campaign, directed a series of groundbreaking NO MORE PSAs to connect with males and millennials influenced by celebrity bad behavior, and challenged viewers to end the excuses and inaction around DV/SA.

She directed talent in “docu-style” clips in which influencers were overcome with emotion. These sparked an additional PSA, “Speechless,” revealing the depth to which we are affected by these previously unspeakable issues.

The NO MORE PSA campaign became such a recognized part of the public discourse that the NFL enlisted us to co-produce a series of NO MORE PSAs featuring its athletes.

The NO MORE campaign reached over 2 billion impressions across all media and gained a foothold in the fight against DV/SA.

“NO MORE” PSAs

• 91 million+ viewers (aired 5,000+ times nationwide; ad value $3.8 million+)

• 22 million+ earned media impressions (including People Magazine, Variety and PR Week)

• 18.7 million social media impressions (880+ social media posts that secured 30,000+ likes)

“NFL Players Say NO MORE” PSAs

• 300+ million viewers during NFL broadcasts

• 580 million earned media impressions (including AdAge, AdWeek, FOX News Opinion and USA TODAY- 3x)

• 4.5 million impressions from the Times Square billboards