This domestic violence PSA by Tender Education and Arts was created for its #StandUpWorldCup campaign. The PSA works to remind the public of the correlation between the World Cup and heightened levels of domestic violence.
The video begins with a woman aggressively cheering England on in the tournament. Despite her encouraging cries, the team loses. Immediately, a dark cloud falls over the woman's face as she shuts the television off. "It's only a game"? Not when domestic violence rises by an astonishing 38% when England gets knocked out of the World Cup, according to a study by Lancaster University.
The study states: "First, a match day trend showed the risk of domestic abuse rose by 26 percent when the English national team won or drew, and a 38 percent increase when the national team lost. Second, a tournament trend was apparent, as reported domestic abuse incidents increased in frequency with each new tournament."
Haunting Domestic Violence Ads
This World Cup Domestic Abuse PSA Will Chill You to the Bone
Trend Themes
1. Anti-domestic Violence Campaigns - There's an opportunity for disruptive innovation in creating anti-domestic violence campaigns that are effective and can evoke strong emotions like the PSA created by Tender Education and Arts for the World Cup.
2. Data-driven Initiatives - There's an opportunity for innovative companies to leverage data and analytics tools to better understand the correlation between major events, such as the World Cup, and domestic violence rates.
3. Empathy-driven Marketing - There's an opportunity for companies to leverage empathy-driven marketing tactics to raise awareness around sensitive issues like domestic violence and encourage positive behavioral changes.
Industry Implications
1. Nonprofit - Nonprofits working on issues related to domestic violence can leverage the power of emotionally-charged advertising campaigns to raise awareness and drive action.
2. Advertising - Advertising agencies can collaborate with nonprofits and leverage their expertise in storytelling, data analytics and marketing to create effective campaigns that drive awareness and change behavior.
3. Social Media - Social media platforms can use data analytics to identify at-risk individuals and then target them with ads and messaging that promote resources and support related to domestic violence prevention and awareness.