The new campaign highlights the increase in domestic abuse cases throughout the current football tournament.
Violent domestic abuse incidents increase by 38% when England loses a game and 26% when England wins or draws, compared to when the team is not playing.
Farah Nazeer, chief executive of Women’s Aid, said in a statement: “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.
“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.”
Providing support for women
The campaign aims to support women while encouraging them to reach out and seek help from the charity. On Instagram, Women’s Aid wrote: “Football doesn’t cause domestic abuse but a big game can be the catalyst for increasing or more severe abuse. If you’re a survivor who needs support, please reach out to us. We understand, and we will believe you.”
The ad campaign features a pan shot of what looks to be a normal street in England, to finish on a house displaying a large St George’s flag with “He’s coming home” written across.
The flag was designed by Corbin Shaw and will be displayed on sixteen out-of-home sites throughout the World Cup. Once the campaign has finished the flag will be auctioned off. All proceeds will go to Women’s Aid.
“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,” Christopher Ringsell, creative director at House 337 says. “The visual spectacle of the flag retains its power, but with a new, chilling twist."