It's the No Diving campaign sponsored by the Times. Just came across this and my first reaction is, "good idea and good luck because you'll need it." Too little, too late in my opinion. This is a deep, endemic problem. Might as well rename this summer's World Cup to the "World Cup of on-Pitch Diving" in the name of accuracy. The real wonder is that players risk all those dives in the first place when you think of the danger to their hair arrangements. All the more reason to enjoy the coming week or two of the Olympic hockey tournament, where the players play hard, don't fake injury and don't pull their shirts backwards over the top of the head after scoring a goal.