Women’s Aid Displays ‘He’s Coming Home’ Ads Warning Of Foul Play In Households
This year, the World Cup is being held in winter for the first time, meaning that more people are staying indoors to keep out from the cold while spirits are running high.
Although most fans will think little about watching the match from their television screens, this season could be less of a celebratory period for some other members of the household.
On November 25, after the Group B game between the US and England, Women’s Aid rolled out a campaign that puts a chilling spin on England’s ‘It’s Coming Home’ cry. The launch coincides with International Day for the Elimination of Violence against Women.
The spot, envisioned by creative collective House 337, aims to raise awareness about the spike in domestic violence reports during World Cup season. It first echoes the cheerful spirit resonating from houses, before landing outside a home with a flag reading, “He’s coming home.”
In line with the video, Women’s Aid has displayed the flags, designed by British artist Corbin Shaw, across the country. The thought-provoking banners will stay in their 16 locations over the upcoming weeks.
Women’s Aid decided to bring attention to the games’ ugly spillover effect after looking at statistics showing that domestic violence cases are up by 38% during the winter months. With more spectators hanging around at home this year, the number could be higher.
It’s a pattern that draws parallels with the lockdown, when victims were forced to stay indoors with their abusive spouses and partners. Anti-domestic abuse organizations saw an increase in attacks during the pandemic.
As per Metro.co.uk, it has been observed that the domestic violence cases rise by 11% on the day after an England match.
Although soccer isn’t the cause of abuse, it can trigger the compulsions of spouses with a history of abusing their partners.
Through this campaign, the charity wants to help save lives through awareness and remind affected women that they are not alone in their situations.
“I always dreaded the football season… For him it was fun; for me, it was fear,” says Emma, a survivor of domestic abuse, in a statement published by Women’s Aid. “Fear of what mood he would be in when he came home, walking on eggshells not knowing what abuse was coming next.”
“We know that football doesn’t create new perpetrators, but in relationships where someone is already abusive, it can add a layer of risk and worry for survivors. We want to send a reminder to everyone watching the World Cup: you are responsible for your behavior to your partner and children, every single day,” stresses Jo Todd, Chief Executive of Respect UK, a helpline that works with perpetrators of domestic abuse.
View this post on Instagram
Following the campaign, the flags will be sold at an auction to raise funds for Women’s Aid so it can continue offering assistance to victims of domestic abuse.
If you or someone you know is in immediate danger with an abusive domestic partner, please call 911 right away. You can also reach out to the National Domestic Violence Hotline at 1-800-799-7233 for confidential help, 24 hours a day.
If you reside outside the US, please call your local police or for an extensive list of hotlines to reach out to an expert in women’s safety.
Please remember that it is not your fault if your partner or family member is abusing you, and that it is all about them. Help is always available.
[via Metro.co.uk and The Drum, images via Women’s Aid]
