The family of Brendan Burke, the general manager of the Miami University hockey team who died in a car accident in 2010, has launched a new campaign seeking to challenge homophobia in sports. 

You Can Play’s first PSA launched during NBC’s broadcast of the Bruins-Rangers game. Brendan’s brother Patrick has been a major ally and is one of the strongest voices behind the PSA.

Patrick Burke said the You Can Play project, which was developed by gay and straight athletes and fans, is aimed toward straight audiences. No players currently in the N.H.L. are openly gay, but stars of the league have supported gay rights, such as the lobbying last year from the Rangers’ Sean Avery to pass the New York marriage equality bill. The Philadelphia Flyers’ Wayne Simmonds was later accused of calling Avery an antigay slur during a game. 

“We call it casual homophobia,” Patrick Burke told the Times. “It’s very rare in the N.H.L. where you have someone who is actually homophobic or bullying someone, but you have guys using homophobic slurs and slang, not trying to mean it in that way. But in general, our players are very supportive.”

Watch the first PSA here. This is really impressive.