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A local group is using today’s Super Bowl match-up between the Seattle Seahawks and New England Patriots as a launching pad to discuss the topic of domestic violence.

Chimo Community Services launched the BC’s Toughest Men campaign Sunday with the goal of curbing what has been dubbed an “epidemic” of domestic violence in B.C.

“It is a men’s issue,” says Mark Miller of Chimo Community Services. “Traditionally it’s been viewed as a woman’s issues and I think in order to make some changes it’s going to take men and women working together, and men standing up and saying it’s time to change some things.”

The group held a kick-off event at Vancouver’s Steel Toad Brewpub that featured local athletes such as Solomon Elimimian and Paul McCallum of the BC Lions, Olympic wrestler Arjan Bhullar, former Vancouver Canuck Ryan Walter, and strongman Chris Davies.

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“We have some successful men and tough men that are saying toughness is not being abusive and it’s [about] doing the right thing,” says Miller.

According to the BC Coroners Services, in 2014 there were 14 spousal homicides in the province–a five year high.

The event takes place on the same day the NFL–in reaction to the Ray Rice scandal–plans to air a 60-second anti-domestic violence PSA during today’s Super Bowl.

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More information can be found at the BC’s Toughest Men website.