In an effort to combat domestic violence, the National Football League is rolling out new public-service announcements directed by Mariska Hargitay, Tate Donovan and Blair Underwood.
The PSAs are part of a larger NFL effort to combat domestic violence in the aftermath of the release of disturbing video footage involving Baltimore Raven Ray Rice, as well as charges filed against other players who have been involved in similar acts.
Also as part of its efforts, the NFL has chosen three women to overhaul the league's domestic violence policies and education programs, including Lisa Friel, the former head of the New York City District Attorney's sex crimes unit.
"I think that the league was listening to people,'' Friel told NBC's Peter Alexander in an exclusive interview that aired Wednesday on TODAY. "And they didn't have all the right voices at the table."
One of Friel's jobs will be determining when the NFL should punish players accused of domestic violence.
"It won't be upon an allegation, I can tell you that,'' she said. "And it won't be merely upon an arrest. It will be at somewhere farther down the process."
The NFL is also expected to announced its new domestic violence and sexual assault policy next month, which includes the formation of a crisis response team of league officials trained as first responders.
"When an incident comes up, they know exactly what to do. Make sure we're providing victims with the services they need,'' Anna Isaacson, the NFL's vice president of social responsibility, told Alexander.
Next week, the NFL will begin giving presentations to players, coaches and team employees on identifying and preventing future domestic assaults.
"Engaging our men and women that are part of the NFL family to be active bystanders and change the culture,'' NFL director of player engagement education Deana Garner-Smith told Alexander.
Collaborating with NO MORE and Hargitay’s Joyful Heart Foundation, the directors of the PSAs enlisted 23 current and former NFL players to appear in the videos directed by Hargitay, Donovan and Underwood.
New York Giants quarterback Eli Manning, Dallas Cowboys tight end Jason Witten and Hall of Famer Cris Carter are among the athletes to participate in the campaign.
NO MORE and the Joyful Heart Foundation produced similar PSAs that feature the directors as well as Hargitay’s “Law & Order: SVU” costars Christopher Meloni, Ice-T and Dann Florek, and other celebrities — including Andre Braugher, Katie Couric, Courteney Cox, Tim Gunn, Debra Messing and Amy Poehler — speaking out against domestic violence and related problems. Those ads have aired during NFL games in recent weeks.
Founded in 2013, NO MORE raises awareness and launches initiatives with the goal of ending domestic violence and sexual assault.
NFL spokeswoman Joanna Hunter told TODAY that 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.
Hunter added that, on Monday, NFL Commissioner Roger Goodell held a summit to discuss domestic violence and sexual assault with representatives of 19 organizations and groups, including Men Stopping Violence, the California Coalition Against Sexual Assault and the National Coalition Against Domestic Violence.
Follow TODAY.com writer Chris Serico on Twitter.