National Centre for Domestic Violence: The Not-So-Beautiful Game by JWT London

J Walter Thompson London has created a powerful poster campaign highlighting the link between football matches and incidences of domestic violence.

The reactive campaign for the National Centre for Domestic Violence features images of national flags imprinted onto women’s faces in blood. The England poster, for instance, features blood running from a woman’s nose, forming the St George’s flag across her face. Other executions in the works will riff off the flags of Japan and Switzerland.

The work comes from insight that reports of domestic violence increase 26% when England plays and 38% when England loses.

The imagery will be used across digital, print and out-of-home, with Ocean Outdoor supporting on the latter. The campaign will run throughout all England, Switzerland and Japan match days until the end of the World Cup.