The new ad campaign focuses on the rise in domestic violence while major footballing events take place. As the campaign specifies, studies have seen a rise of up to 38 per cent in cases of domestic violence after football matches, with both wins and losses contributing.The main objective was to create a call to arms through the ubiquitous chant 'It's Coming Home' and changing one word to give it a powerful new meaning. The aim was to encourage audiences to check in on friends and family who may be quietly suffering during this period of time.
The strategy of this work took the ubiquitous chant 'It's Coming Home' and changed one word to give it a powerful new meaning. On the 25th of November after England's second game, we tactically launched the chilling film on social and a nationwide DOOH (digital out of home) to audiences making their way home after the game.
Bespoke flags were also created by London based artist Corbin Shaw, to create the striking visual of the 'He's Coming Home' flag that is splayed across the hero house at the end of the spot. This aimed to instil a sense of horror as the festivities of the World Cup were widely celebrated in the country, highlighting the shocking statistic that there is a 38% increase in domestic house abuse following football matches.
With zero budget or media spend the campaign cut through million pound brand campaigns and Black Friday sales and went viral. With a combined reach of 222 million and 24 million on TikTok alone the campaign was a huge success in grabbing the attention of political figures, police, policymakers and most importantly the public - making them aware of this issue. Turning this private problem to a very public one.
