Women’s Aid targets darker side of football to address ‘domestic abuse emergency’
Women’s Aid is looking to raise awareness of the “epidemic of domestic abuse” ahead of the general election, with its ‘No More Years of Hurt’ Euros campaign.
By Molly Innes
Cases of domestic abuse increase by 38% when England loses a football game, and 26% when they win or lose.
Based on Lancaster University research, this insight underpins the latest out of home campaign from Women’s Aid. ‘No More Years of Hurt’ is the next interaction of the charity’s ‘He’s Coming Home’ campaign which began in 2022 during the Men’s World Cup.
“With this campaign, we use the same tool of subverting common football phrases but have built on the messaging to include a positive call for change ‘No More Years of Hurt’,” Teresa Parker, head of media, brand and relationships tells Marketing Week.
