Sport can be the most effective medium for highlighting social campaigns that step well beyond the importance of marketing.
Awareness of mental health and mental fitness has been raised considerably here through campaigns run through the GAA, IRFU and many more.
It does not always have to be within the sport though that messages are broadcast with powerful effect.
As the Superbowl draws closer this weekend a lobby group in the US has chosen to invest in a hard hitting campaign focused on the dark undercurrent of physical abuse that has stalked a significant number of NFL players this season with a considered lack of an appropriate response from the sports governing body.
The video below will start running on a number of online sites including the influential Sports Illustrated site from Thursday.  It’s message is stark and clear.