(CBS SF) — An advertisement for beauty products has been hijacked into a viral protest against the National Football League over its handling of domestic violence issues.

A ad by Covergirl, which is the ‘Official Beauty Sponsor of the NFL,’ shows a woman made up in Baltimore Ravens colors – one of a series of ads individualized for each NFL team.

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CovergirlJournalist Adele Stan edited the image and tweeted her version on Friday, adding the hashtag #GoodellMustGo, referring to the calls for NFL Commissioner Roger Goodell to step down.

Others have since added their own tweaks to the image and an alternate version has been retweeted countless times along with other hashtags such as #BoycottNFL and #Boycott49ers.

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Goodell and the NFL have been in damage control mode over Baltimore Ravens running back Ray Rice’s domestic violence case along with other high-profile cases involving NFL players, including 49ers defensive lineman Ray McDonald, accused of domestic violence but who has not been charged.

Meanwhile, star Minnesota Vikings player Adrian Peterson has been indicted for disciplining his 4-year-old son with a tree branch, leaving visible marks and lacerations.

Monday, the NFL announced it was hiring three female experts in domestic violence as consultants tasked with shaping league policies and programs relating to domestic violence and sexual assault.

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The National Organization for Women, which is also calling for Goodell’s resignation, called the appointments “a step in the right direction — but it’s not enough.”