I was aware of the flimsiness of No More, the NFL’s designated mouth piece to show that it cares about domestic violence, when I recently reviewed the Super Bowl ads. It wasn’t the place to raise the issue, but now Deadspin writer Diana Moskovitz had done so in explosive fashion, in a piece called “No More, The NFL’s Domestic Violence Partner, Is A Sham.”

I think “sham” is a bit harsh, but her point is well-taken: the organization doesn’t really do anything to stop domestic violence. Its sole goal is to raise awareness of the problem by creating a “brand” that can be plastered on t-shirts, coffee mugs, mouse pads, stickers and tote bags. Oh—there’s also a pledge you can take. That’s about it. If you expected that the organization giving us the frightening ad featuring the terrified woman calling 911 was more than this, I guess “sham” may be fair. “Scam” may even be fair.

As Moslkovitz explains with barely restrained anger, No More is all about PR and feeling virtuous. It was inspired by the AIDS ribbons, which in turn were inspired by the yellow ribbons people wore to show support for the Iranian hostages in 1979, which in turn were inspired by…a Tony Orlando and Dawn song. As with Michelle Obama’s hashtag appeal to brutal Nigerian terrorists, none of these symbolic efforts are substantive, but they do make the good, caring people who perform them feel like they are solving a problem. Of course, they aren’t. Moskovitz:

“You know why they are doing this? Because it works. Because it makes money. Because we love pretending to care, especially when a brand makes it easier for us to do by removing all the pain, horror, darkness, and self-reflection and turning concern for others into products—preferably ones that can be worn. Do those teenage boys wearing “I Heart Boobies” really care about breast cancer? Probably not, but at least they’re thinking about it, right? And even if they don’t think about it, they generated money (a nickel on the dollar, maybe, but better than nothing) for a good cause!

This is how low our standards are. Gesture toward a good cause and you’re practically unassailable. No More gave Goodell and the NFL a cheap and perfect way out of a public relations disaster and we shouldn’t be surprised. We do the exact same thing every day when we throw on our Toms, our pink baseball hats, and our latest rubber bracelet of choice, shopping our way into another day with pure hearts and clean consciences.”

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