SOLACE WOMEN’S AID
WORLD CUP CAMPAIGN
For most the World Cup is an event to look forward to. But Solace Women’s Aid have a different view as domestic violence increases when England play - when they lose and even when they win. These awful stats were published in Harper’s Bazaar and the Independent but this is preaching to the converted. We needed to raise the conversation with the fans themselves to create real behaviour change. And we needed to do it without a media budget.
Football fans don’t like being preached to. But they do love statistics. We developed a campaign on Twitter #StopItComingHome where we revealed the England team’s stats after every match, adding a final stat that showed the percentage that domestic violence also increased by.
8 Outdoor Media saw the campaign and offered to help with free digital Out Of Home – where we could again reveal the England stats the following morning. The campaign picked up momentum with journalists, politicians and the fans themselves re-tweeting the shocking statistics and getting #StopItComingHome talked about.
Trended 6th in the UK
Activated MPs, journalists, A-listers & broadcasters
Reached over 3.5 million