Source: Creativity
World Cup brings a lot of excitement for the players and fans alike, but there’s also a darker story to the passion for football, which was graphically depicted in the campaign that J. Walter Thompson London created for the National Centre for Domestic Violence in the UK.
The agency created a series of striking images that present the national flags of England, Switzerland and Japan–but in literal flesh and blood. A woman’s face is painted white, with blood-red markings to match each country’s flag. The English image includes the tagline “If England get beaten, so will she.”
The campaign stems from jarring statistics: when England plays a World Cup match, reports of domestic violence increase 26 percent, as fans drink more alcohol and tensions about the outcome of the game rise. If England loses, the increase jumps to 38 percent. Unfortunately, the effect continues even after the match. Win or lose, the day after England plays, reports of domestic violence rise 11 percent.
“The Not So Beautiful Game” images are running online, in print and in OOH through the end of the World Cup on all days that at least one of the three teams play.
An increase in domestic violence during soccer matches is a common occurrence elsewhere in the world, too.
