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Powerful Campaign Spotlights Domestic Violence During World Cup Fever
By Izza Sofia, 03 Jul 2018
While many around the world are currently enjoying the beautiful game that is the 2018 World Cup, there are others who do not experience the same allure from this international tournament.
J Walter Thompson (JWT) London and UK-based National Centre for Domestic Violence have created a series of powerful posters, inspired by the statistics that domestic violence sees a 26 percent increase when England plays. This number rises to a startling 38 percent if England loses the game.
The campaign, aptly dubbed ‘The Not-So-Beautiful Game’, aims to highlight the lesser-known side of watching football. This project hopes to help victims of domestic violence during the ongoing World Cup season by drawing similarities between football matches and domestic violence. It features the flags of various countries imprinted onto women’s faces with blood.
For example, the England poster shows a woman’s face covered in blood from her nose to her mouth that doubles to form the St George’s flag on her face.
The posters, which include other countries such as Japan and Switzerland, will run across multiple platforms and be showcased throughout England, Japan and Switzerland’s matches.
Similar to how fans of football teams experience anxiety when watching the competitions, victims of domestic violence feel the same way as well, explained JWT’s creative director Jo Wallace.
[via The Drum, opening image via JWT London]
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