SOLACE WOMEN’S AID
An alarming university research study revealed that when England play football domestic abuse goes up. Solace were worried that hidden in the hysteria of the World Cup, domestic violence would increase again.
In a World Cup fans only want to talk about the football. So we used their love of statistics and banter to create post-match twitter posts and digital media panels - adding the distressing statistic that whether England won or lost domestic abuse would go up.
#StopItComingHome trended 6th in the UK on Twitter.
We reached over 3.5 million people with zero media spend – media owners donated space for free.
The campaign generated a 35% uplift in calls to the Solace helpline compared to the last time England competed in a major international tournament.