This World Cup Domestic Abuse PSA Will Chill You to the Bone
Vasiliki Marapas — June 26, 2014 — Pop Culture
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."
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."
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.
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