An alternative England kit has been launched as part of a nationwide campaign designed to blow the whistle on domestic abuse ahead of the Euro 2024 football tournament.
Designed and created by social agency, The Wild by Jungle for Solace and the National Centre for Domestic Violence, the campaign looks to remind audiences that “when we lose, she loses more”.
The nationwide campaign, entitled ‘No More Injury Time’ stars abuse survivors Rehema Muthania, Flo Finch as well as British writer, director and actor Karen Bryson and highlights the significant increase in domestic violence that takes place when England lose a game.
The Shirt 38 kit reveals a shocking truth: every time the England men’s team lose at a major tournament there is 38% rise in reported domestic abuse cases.
While it looks like a classic shirt, there are several differences. The three lions are facing the wrong way with their tails facing down not up – a reference to cat’s behaviour when they are behaving aggressively.
‘No More Injury Time’ is placed in the middle of the shirt, akin to a major sponsor, while the number 38 also takes a prime position on the back of the shirt
“In March the country went into meltdown when the colour of the St. George’s Cross was changed on the back of England’s new kit.
“The level of controversy that is sparked is exactly what this campaign is aiming to replicate with the ‘alternative’ England shirt,” said The Wild by Jungle associate creative director Molly Tappin.
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An accompanying ‘No More Injury Time’ campaign film will go live on 13 June and will run through all of England’s group stage games across Solace, NCDV and Four Nine’s websites and social channels.
“Four Nine has a huge following across social media and we never shy away from tackling uncomfortable subject matters, so we set out to create a campaign that would rise above the noise of the Euros and command attention,” Tappin added.
“The involvement of domestic abuse survivors and organisations dedicated to combating Violence Against Women and Girls was imperative for us. We believe Shirt 38 and our campaign can serve as a catalyst for real world change, elevating domestic abuse to the forefront of the public’s agenda.”
Solace CEO Nahar Choudhury commented: “At Solace many of us love football and we’re looking forward to supporting England at the Euros, but we know that for many women, tournaments like this can be terrifying.
“Women experience domestic abuse all year round, but with heightened tensions and disappointments, many abusers will take out their frustrations on their partner.”
Former Miss England actress and Solace ambassador Rehema Muthamia also added: “While we as a nation may experience collective sadness by the result of a match, there are women across the country experiencing a far worse reality. Women deserve to be protected.
