Women’s Aid subverts England’s ‘It’s Coming Home’ with domestic violence message

The chilling minute-long film is a single shot panning across an ordinary English street as people enjoying the game, but it then hits one home with a flag reading ‘He’s coming home.’

Women’s Aid developed the campaign in response to the stat that domestic violence cases increase by 38% during the winter months and the fact more men are staying home to watch the games.

Christopher Ringsell, who is creative director at House 337, said: “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.“

The spot airs for the first time today, after England’s second group game against the USA. November 25 is also the International Day for the Elimination of Violence Against Women.

To support the video, there will be out-of-home sites displaying the ‘He’s coming home’ flag. The flag was designed by Corbin Shaw, whose work typically features hard-hitting words over the St George’s flag. Post-campaign, the flags will be auctioned with proceeds going to Women’s Aid.

Credits

Executive creative director: Jo Moore

Creative director: Chris Ringsell

Senior creative: Holly Fallows

Senior creative: 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

Photographer: Felicity Crawshaw

Director: Sara Dunlop

Production company: The Corner Shop