Domestic abuse can become more frequent or severe during big football tournaments with its adrenalin rushes, highs and lows. The current FIFA World Cup is one of those.
Women’s Aid and House 337 have created a campaign to reassure women that they are not alone and reminds everyone in the UK that, if they can all come together as a nation to support a football team, they can also come together to tackle domestic abuse.
The World Cup takes place in winter for the first time this year, when the cold and dark will mean that more fans than usual will choose to stay at home to watch the games. For many women, it is a time of fear, where existing domestic violence can increase, with incidents going up by as much as 38% (University of Lancaster).
House 337’s campaign reassures these women that they are not alone and reminds us that, if we can all come together as a nation to support a football team, we can also come together to tackle domestic abuse.
The unsettling film takes the form of a single tracking shot through a cul-de-sac, showing the flags hanging up outside in support of the national team, while inside people are enjoying the game. The last flag is different:
The film is part of Women’s Aid’s two-year Come Together To End Domestic Abuse campaign, which runs until 2024 and encourages the public to act together wherever they are and use actions big and small to end domestic abuse. Backed by Women’s Aid Patrons including Spice Girls star, Melanie Brown, and actor, Dame Julie Walters, the campaign promotes five actions that everyone can take to stop domestic abuse, from adding their voice to campaigns to learning what to say to someone experiencing abuse. Find more information on how to get involved here.
Farah Nazeer, chief executive of Women’s Aid, stated, “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.”
Christoper Ringsell, creative director, House 337, 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”.
OOH sites across the country will display the He’s coming home flag, which was designed by Corbin Shaw, a young artist whose work features hard-hitting words over the St George’s flag to challenge stereotypes of masculinity, class and LBGTQ+ issues. The flags will be auctioned at the end of the campaign to raise further funds.
The campaign launched on November 25 which marks International Day for the Elimination of Violence Against Women, just after England’s second group game in the World Cup against the US.
Credits:
Agency: House 337
Executive Creative Director: Jo Moore
Creative Director: Chris Ringsell
Senior Creatives: Holly Fallows & Charlotte Watmough
Head of Strategy: Georgina Murray-Burton
Strategy Director: Laura Sammarco
Senior Influencer Strategist: Paul Lynch
Business Director: Kat Thompson
Senior Account Director: Marianne Roberts
Account Manager: Catia Fernandes Poon
Agency Senior Producer: Tash Dean
Senior Project Manager: Chelsea Chapman
Design Director: Aaron Pacey
Head of Production: Victoria Fischer
Executive Producer: Melody Sylvester
Artist (Flag design): Corbin Shaw
Photographer: Felicity Crawshaw
Production Company: The Corner Shop
Director: Sara Dunlop
Co-founder: Anna Hashmi
Executive Producer & Producer: Tess Mitchell
Production Manager: Alice Pitt Carter
Production Assistant: Katie Scott
Location Manager: Johnny Hopkins
1st AD: Kitty Rajakulasingam
Runners: Danny Berkley, Gracie Coleman & Rodrigo Pacheco
DoP: Harry Wheeler
Editor: Bill Smedley @ Work Editorial
Edit Producers: Ellie McNaughton & Charlie Dalton
Post Production: Absolute
Colour: Matt Turner
Flame Artists: Jasmine Cooper, Chris Tobin, Phil Oldham
Post Producer: Ollie Ireland
Sound Design: Jack Sedgwick @ King Lear
