To produce the PSA, Reza Rites – during a temporary position with the RI Coalition Against Domestic Violence (RICADV) – served as talent scout/procurer and lead writer, working with colleagues at RICADV, peers working at the national level to end domestic violence, and director Mike Ho in Los Angeles. The ad went live on February 1, 2013 for a statewide campaign raising awareness around Teen Dating Violence Awareness Month (TDVAM), and connected to strategies created in the first years of the national No More campaign.