Women’s Aid is once again highlighting the worrying spike in domestic abuse during England’s major tournament games as the Euro 2024 gets into full swing.
Created in partnership with London agency House 337, ‘No More Years of Hurt’ marks the second collaboration between the charity and the agency after a similar campaign raised awareness around the issue during the 2022 World Cup.
This latest campaign features specially-made football scarves emblazoned with classic football chants with a twist, such as the eponymous ‘No More Years of Hurt’, ‘He’s Coming Home’ and ‘England Til I Die’.
The work is informed by alarming insight which indicated that incidences of domestic abuse increase by 38% when England win tournament games, and by 26% when they win or draw.
“Football championships are a fantastic time for us to come together as a country through a game that many of us love. However, for many women and children living with an abuser, major football tournaments can be a time filled with fear,” Women’s Aid head of media brand and relationships, Teresa Parker said.
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“While domestic abuse is not caused by football, we know existing abuse can become more severe or frequent during big tournaments. It is vital that we raise awareness of this during this crucial time so that survivors know where they can get help and so that the public know how they can support charities like Women’s Aid.
Alongside influencer activity promoting the bespoke scarves, the slogans will also be featured across a series of out-of-home and social media executions.
House 337 chief client officer, Charlie Hurrell added: “For most of us, the Euros will be a time to enjoy some great football and a sense of hope and unity as we support our teams – which makes it all the more powerful a moment to get the message out about the dark side of these tournaments.
“Repurposing the most iconic and powerful phrases in British football is an incredibly effective way of raising awareness of domestic abuse. The campaign reaches the public during a critical time and mobilises people on a hugely important issue which wouldn’t otherwise have been on the agenda.”
