Seems like a waste of time to me.
The NFL is trying to win the PR battle against the growing wave of lawsuits.
Ray Lewis delivering the message may resonate with young athletes, since his toughness is beyond question. When I taught college English last year a defensive lineman wrote a paper opposing the safety rules being implemented, particularly those banning leading with the helmet. Other players agreed. Maybe some of this is aimed at that audience--and the one coming up. Attitudes change slowly.