National Domestic Violence Hotline airs PSA during Super Bowl to help victims

 A 60-second public service announcement airing during the Super Bowl hopes to help victims of domestic violence. The PSA brings awareness to the National Domestic Violence Hotline, which is headquartered in Austin.

A 30-second commercial spot during the Super Bowl costs about $4.5 million.

The public service announcement is based on a true story about a woman in fear for her life that called 9-1-1 for help. Because her attacker was still in the room, when a dispatcher answered, she pretended she was ordering a pizza. The dispatcher caught on and sent the police to help.

Now, the call and the PSA are being used to help other victims.

"Domestic violence is often a topic that isn't talked about and it impacts one in four women and one in seven men. So it is really an epidemic that impacts people across the country," said Cameka Crawford, chief communication officer with the National Domestic Violence Hotline.

The PSA was put together by the No More campaign and the National Football League to help raise awareness about resources for domestic violence victims. The NFL gave millions to the hotline after a domestic violence scandal involving Baltimore Ravens player Ray Rice.  

"Prior to the Ray Rice incident, we received 600 to 700 contacts a day and now we are averaging, sometimes it can be over 1,000 contacts a day and that's text messages, phone calls and online chats," said Crawford.

Crawford said it costs about $20 to answer each call and every contribution means they are able to save more lives nationwide.

"In 2014 alone, we received more than 377,000 contacts and of those, 147,000 contacts went unanswered because of the lack of resources," said Crawford.

Crawford said the goal is to answer every contact so that no victim has to suffer in silence.

"I want people to know there are people who recognize what they're going through. We are willing to help," said Hotline Manager Angela Lee.

The National Domestic Violence Hotline is open 24 hours a day, seven days a week and 365 days a year. To reach a hotline advocate call 1-800-799-SAFE.



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