London NCDV NSBG England

Our Work

The not so beautiful game

Revealing the uncomfortable truth between World Cup football and domestic violence.

Client

  • National Centre for Domestic Violence

Office

  • London

Challenge

The National Centre for Domestic Violence provides emergency legal injunctions for victims. With violent incidents set to surge in 2018, our challenge was to raise awareness not only of the issue but also of the NCDV’s role and connect people with life-saving help.

Inspiration

In the UK, domestic violence cases spike during World Cup football: reported incidents increase by 26% when England play…and 38% when they lose. Similar data and statistics are shockingly common in nations all over the world.

Idea

“If England get beaten, so will she.”

Our alarmingly honest, authentic design-led solution hijacked football culture, subverting the behaviour of fans adorning their bodies with their teams’ national flag by reimagining these flags in the form of realistic wounds and bruises across victims’ flesh. In doing so we purposefully increased the visceral reaction to an already-emotive symbol, interrupting the football debate and provoking much-needed conversations around domestic violence and how to seek life-saving help.

Growth

The success of the campaign was measured entirely by the growth of one outcome: the action against this needless emotional and physical violence.

Most importantly, the NCDV saw a 20% increase in calls for help including the reporting of domestic violence cases, as well as a 1,250% growth in awareness and sharing of the message across social media.

More organically, we grew the distribution and scale of the communications platform from which NCDV could reach its audience and the campaign was adopted by UK police and London healthcare services.

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Awards

2019 Cannes Lions

Entertainment for Sport


Gold

2019 Cannes Lions

Glass


Shortlist