Football’s link to domestic violence highlighted in Euros campaign

A campaign highlighting the support available to victims of domestic violence has launched ahead of the UEFA Europeon Football Championship, which kicks off tonight (14 June). It highlights the 38% increase in reported incidents whenever the England men’s team loses a major tournament.

‘No More Injury Time’ has been created by charity Solace, the National Centre for Domestic Violence (NCDV), lifestyle publisher Four Nine and social agency The Wild By Jungle.

As part of the campaign, an alternative England kit, Shirt 38 has been created, designed to symbolise the sobering fact that ‘when we lose, she loses more’.

Based around a classic England top, the campaign shirt features some key changes: a faint England flag, and three lions facing the wrong way, with their tails pointing down, not up. The line ‘No More Injury Time’ takes the place of a sponsor’s logo, while the identities of the groups behind the campaign feature on the shirt sleeves. The number 38, with a small % sign, takes prime position on the back of the shirt.

It is accompanied by a launch film that will run throughout England’s group stage games, on the websites and social channels of the campaign groups and their supporters.

“At Solace many of us love football and we’re looking forward to supporting England at the Euros, but we know that for many women tournaments like this can be terrifying,” says the charity’s CEO Nahar Choudhury. “Women experience domestic abuse all year round, but with heightened tensions and disappointments, many abusers will take out their frustrations on their partner.”

NCDV’s head of partnerships and development Sharon Bryan adds that the aim of the campaign is to “raise awareness” of the impact of football on domestic abuse and violence.

This is not the first time NCDV has developed a high profile, topical campaign. In 2020, its ‘Abusers always work from home’ campaign, which highlighted the rising threat of domestic abuse during lockdown, was voted by Marketing Week readers as campaign of the year award.

The campaign is supported by writer, actor and director Karen Bryson, influencer Flo Finch, and domestic abuse survivor and former Miss England Rehema Muthamia.

“In March the country went into meltdown when the colour of the St George’s Cross was changed on the back of England’s new kit. The level of conversation and controversy that it sparked is exactly what this campaign is aiming to replicate,” says The Wild By Jungle associate creative director Molly Tappin.

The issue of domestic violence around sports is increasingly being highlighted through marketing campaigns. In the run up to the World Cup in Qatar at the end of 2022, Women’s Aid ran the ‘He’s Coming Home’ ad.