Christmas Day belongs to the NBA. Much like Thanksgiving for the NFL, and New Year’s Day for college football, basketball has come to symbolize a plethora of games played from noon to midnight, on the day that Santa leaves presents under the tree, and on the TV. The NBA goes to great lengths to provide viewers a respite from whatever they’re doing that day, to watch some of the best matchups of players on the court.
This year’s version was a little bit different, with a pregame day message from some of its star players. Stephen Curry of the Golden State Warriors, New York Knicks forward Carmelo Anthony, Chicago Bulls center Joakim Noah, and Los Angeles Clippers point guard Chris Paul joined forces to tape a public service announcement regarding gun violence.
The NBA teamed up with longtime Knicks fan Spike Lee, to create the PSA for the Everytown for Gun Safety Support Fund, on bringing an end to gun violence in the country. Along with the four stars, the advertisement also has survivors of gun violence that are part of the Everytown Survivor Network. The Fund states that 88 people in the US are killed with guns every day. The Christmas Day PSA is the first of several,= that will be produced by Lee, and is the most viewed day of NBA games, besides the annual All-Star game, and playoffs.
There’s a good reason why these four NBA stars have decided to participate. Curry, the father of two, finds it to be a personal reason, and stated that he read about a shooting of a 3-year old over the summer – the same age as his daughter, Riley. Paul, also a dad, said his time in New Orleans and Los Angeles has made him aware of the everyday problems with gun violence, and “something I feel important to share with others.” Noah, who plays in a crime-plagued city in Chicago, with its share of problems, loves playing in the Windy City, but states that “gun violence is out of control.” Anthony shares that sentiment, saying “You can go around the corner and get a gun, you can go to this person and get a gun — it’s just too easy, too accessible. And it’s going to be like that until we decide, as people, to fight against that.”
The NBA has not endorsed this PSA, but has lent its support in allowing the four players to speak their mind about gun violence and how they feel it’s perceived throughout the country. NBA Commissioner Adam Silver has not publicly talked about the ad, nor has he interjected in the ongoing debate about guns and violence committed around the U.S. There has been no word or statement from the NBA Players Association also, but you can bet that they would have come out one way or the other if it was a problem.
This may be the start of something bigger the NBA has in mind, in dealing with a very serious problem, that only seems to be getting worse each day. Look for more stars around the league to get involved in future PSA’s, which would bring more awareness to the debate. To date, the only folks who seem to be on the soapbox about guns and gun violence are politicians and the NRA. It may be a refreshing change to hear from star athletes who have a unique perspective on a personal and professional level. If nothing else, they seem to be targeting the fan base – both adults and the kids that emulate them.
Commissioner Silver, more than any other major sports commissioner, is an outside the box thinker, and is very transparent about major issues that arise in his sport, as well as sports in general. Whether that be marketing the NBA brand, problems within the league, or sports betting, Silver seems to take the lead on issues of the day. The NFL, MLB, and NHL, should take a lesson from Silver’s playbook and get engaged in the dialogue. It seems that issues like concussions, domestic violence, substance abuse, and other pressing matters, only come to the forefront when something tragic happens. To the NBA’s credit, this is truly a proactive approach to something they see is wrong in America.
Gun violence, for all intents and purposes, does not discriminate based on economic background or race, as we have seen in Connecticut and other places throughout the country. These four stars have decided to make a personal plea to parents, other adults, and children, to try and figure out the best way to deal with this problem going forward. Talking about it, and trying to legislate it doesn’t seem to work, as proof of the discussions that take place daily in Washington, DC, and in state capitals around the U.S.
This may be the start of something even grandeur by the NBA, and it will be interesting to see subsequent ads that are produced in the coming weeks and months. If other stars, like LeBron James, Anthony Davis, or James Harden get involved, it will resonate more on a local basis, for fans in Cleveland, New Orleans, Houston, and other locations throughout the country.
One can only hope that this was not a one time thing, or something that the NBA doesn’t truly endorse, but an issue they will continue to support, and the keep the discussion going. This is not a gun debate or gun control message – that is something entirely different. This is about the epidemic of people dying everyday – young, old, black, white, rural, urban, and it’s not going away.
If the NBA is really getting involved and embraces this issue, then hats off to them for getting their most starred employees engaged. We can hope that this is not a PSA to promote the NBA for additional fans, getting a new market of folks watching the games, and then drop the issue altogether. For everyone’s sake, we may see the start of a movement, that may curtail unnecessary and unwarranted gun violence, and have parents feel better about sending their kids to school, to play, to enjoy the lives they deserve to live.
