This jarring campaign shines a light on the casualties of World Cup fever

Incidence of domestic violence reports rise each time England plays a tournament match

Published On
Jun 28, 2018

Editor's Pick

World Cup fever means plenty of thrills--but also, many casualties, as depicted in this disturbing campaign from J. Walter Thompson London for the National Centre for Domestic Violence.

The series of striking images channel the national flags of England, Switzerland and Japan--but in literal flesh and blood. A woman's face is painted white, with blood-red markings to match each country's flag. The English image includes the tagline "If England get beaten, so will she."

The campaign stems from jarring statistics: when England plays a World Cup match, reports of domestic violence increase 26 percent, as fans drink more alcohol and tensions about the outcome of the game rise. If England loses, the increase jumps to 38 percent. Unfortunately, the effect continues even after the match. Win or lose, the day after England plays, reports of domestic violence rise 11 percent.

"The Not So Beautiful Game" images are running online, in print and in out-of-home placements at Canary Wharf, The Two Towers East and The Eastern Lights through the end of the World Cup on all days that at least one of the three teams play.

An increase in domestic violence during soccer matches is a common occurrence elsewhere in the world, too. AB-Inbev's "Soccer Song for Change" won the Radio & Audio Grand Prix at Cannes last week.


Jun 28, 2018
Brand :
The Centre of Domestic Violence

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