Domestic abuse charity Women’s Aid has partnered with creative agency House 337 to deliver a chilling new campaign that brings to light the realities of sports-linked domestic violence.
According to research carried out by the University of Lancaster, incidents of domestic violence can increase by up to 38% during major international football tournaments.
Leading the campaign is a 70-second spot which encourages the public to come together to help the 1.6 million women experiencing domestic violence in the UK.
“There is a role to play for everyone in helping to end domestic abuse, and raising awareness of the support available during major tournaments like the upcoming World Cup can help many women living with abusive partners,” Women’s Aid chief executive, Farah Nazeer said.
“While domestic abuse is not caused by football, we know existing abuse can become more severe or frequent during big tournaments. We ask everyone to help share this important campaign at a time when many women need to know how to get support.”
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing news sent straight to your inbox each morning
The film forms part of a wider two-year campaign running until 2024, ‘Come Together To End Domestic Abuse’ which has gained support from celebrities such as the Spice Girls’ Mel B and Dame Julie Walters.
House 337 creative director, Christopher Ringsell added: “During this time as the nation comes together we want to subvert the usual football tropes and shine a light on the chilling fact that for many women it’s a time of fear not celebration.
“They need your support too. The visual spectacle of the flag retains its power, but with a new, chilling twist. We want to encourage people to be aware of friends and neighbours in their community and come together to try and end domestic abuse. To seek out tangible things they can do to Be Women’s Aid.”
