Women’s Aid subverts England’s ‘It’s Coming Home’ with domestic violence message
Ad by House 337 marks International Day for the Elimination of Violence Against Women.
Women’s Aid and House 337 have subverted England’s ’It’s Coming Home’ call to highlight increased cases of domestic violence around the World Cup.
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.
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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