Women's Aid Campaign Draws Attention to Increase in Domestic Abuse
Grace Mahas — December 20, 2022 — Social Good
References: adweek
A new campaign from U.K. charity Women's Aid highlights the trend of domestic abuse increasing following soccer matches. Research from the University of Leicester found that incidents of domestic abuse increase 38% when England loses a game and are 26% higher when the team wins or draws.
The Women's Aid ad, created by agency House 337, features a single tracking shot through a suburban cul-de-sac where England team flags adorn houses and residents are inside enjoying the game. The ad shifts as the camera lingers on the final house, with a large flag outside warning, "He's coming home," a twist on the popular chant "It's coming home" for England fans.
The ad highlights the fear and isolation many women in danger of domestic abuse will experience during the 2022 FIFA World Cup. The campaign is part of Women's Aid's "Come Together to End Domestic Abuse" initiative, which will run until 2024 and promotes five actions people can take to help those experiencing abuse.
The Women's Aid ad, created by agency House 337, features a single tracking shot through a suburban cul-de-sac where England team flags adorn houses and residents are inside enjoying the game. The ad shifts as the camera lingers on the final house, with a large flag outside warning, "He's coming home," a twist on the popular chant "It's coming home" for England fans.
The ad highlights the fear and isolation many women in danger of domestic abuse will experience during the 2022 FIFA World Cup. The campaign is part of Women's Aid's "Come Together to End Domestic Abuse" initiative, which will run until 2024 and promotes five actions people can take to help those experiencing abuse.
Trend Themes
1. Increased Domestic Abuse During Soccer Matches - Sponsorship opportunities for organizations providing support to victims of domestic abuse during and after soccer matches.
2. Awareness Campaigns for Domestic Abuse - Partnerships with charities to spread awareness and promote actions to end domestic abuse.
3. Connecting Domestic Abuse to Major Events - New studies on the correlation between high-stress events such as sports matches and the increase of domestic abuse incidents.
Industry Implications
1. Charities and Non-profit Organizations - Collaborations between these organizations to provide resources and support for victims of domestic abuse.
2. Sports Organizations and Sponsors - Opportunities to contribute resources and funds towards campaigns and research to address the negative social impact of mass sporting events.
3. Academic Researchers and Social Scientists - Funding for research into the societal and psychological causes behind the increase of domestic abuse during high-stress events, such as global sporting events.
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