Um.

[Content Note: Domestic violence.]

This is how you show that you're really taking domestic violence seriously:

On Sunday, the NFL unveiled its new anti-domestic violence PSA, featuring Pittsburgh Steelers cornerback William Gay talking about his mother, who was killed at the hands of a domestic abuser when Gay was only eight years old.

On Wednesday, the NFL fined Gay $5,787 for wearing purple shoes in honor of his mother and Domestic Violence Awareness Month.

"I broke the rule," Gay told NFL.com's Aditi Kinkhabwala, adding that he hopes the NFL will donate the fine to a domestic violence cause, despite the fact that the NFL usually donates fines to the NFL Player Care Foundation and the Gene Upshaw Players Association’s Player Assistance Trust.

For the record, the NFL has repeatedly failed to fine, or in any other way hold accountable, players for committing domestic violence. But they have fined William Gay nearly $6,000 for advocating against it.

Cool priorities, NFL. As always.

My belated condolences to William Gay, and my thanks to him for being an advocate, and for breaking the rules to do it.