Creative JWT Women's Football

‘If England get beaten, so will she’ – posters bleed World Cup fever into domestic violence


By Katie Deighton, Senior Reporter

June 28, 2018 | 2 min read

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

World Cup

Reports of domestic violence increase 26% when England plays

The reactive campaign for the National Centre for Domestic Violence has been launched as the World Cup picks up pace. It 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 play and 38% when England lose.

“As fans across the world watch each game with trepidation so too do the partners of some of those fans,” said Jo Wallace, creative director at JWT. “The lesser known aspect of football is clearly communicated with this impactful campaign, ‘The Not-So-Beautiful Game’.

“The team saw these stats and immediately created this excellent work to help reach and support victims of Domestic Violence during the World Cup when they are in particular danger.”

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.

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

By National Centre for Domestic Violence

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