Taking a stand against domestic violence: PSA broadcast where Packers fans gather for tailgating at Lambeau

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GREEN BAY (WITI) — As part of its mission to make violence and discrimination against women unacceptable, global human rights group “Breakthrough” — in partnership with Grazie Media — broadcast last week a new video on the large screen where Green Bay Packers fans gather for tailgating. The animated video urges men to be leaders in stopping violence against women, in all its forms.

The 30-second PSA is the second release Breakthrough’s #BeThatGuy series.

The initiative debuted with an animated PSA that aired 72 times in November 2013 at the NASCAR Homestead-Miami Speedway Championship, reaching an enormous and receptive audience—and driving change: the video triggered a 44% increase in viewers who said they were likely to take action to intervene in micro-aggressions and violence.

The PSA also generated coverage in The Guardian, Al Jazeera America, The Good Men Project, and more.

#BeThatGuy represents Breakthrough’s commitment to inspiring men and women around the world to take action to make violence and discrimination against women unacceptable.

“The debut of this animation made the point loud and clear that football fans and everyday Americans want to be a part of challenging norms and attitudes that might encourage violence and discrimination against women,” said Phoebe Schreiner, U.S. Country Director of Breakthrough. “It’s actually easy to do – and even small actions can add up to equality and respect for everyone.”

Breakthrough will also explore opportunities to coordinate with local Green Bay groups, including Golden House and St. Norbert College Cassandra Voss Center, to expand the reach of this message.

“At the St. Norbert College Cassandra Voss Center, we believe that talking about gender is essential to a just, productive, and peaceful culture,” said director Karlyn Crowley. “Ending violence against women is a human rights issue and is essential for our community to thrive.”

To watch the PSA or find out more about ways to get involved, visit http://bethatguy.breakthrough.tv.