The brief for Women's Aid was to create further awareness of a rise in domestic abuse cases during the World Cup in 2023. Our objective was to create a call to arms through the campaign to encourage communities to check in on friends and family who may be quietly struggling during this period of time. Bespoke flags were created by London based artist Corbin Shaw, to create the striking visual of the 'He's Coming Home' flag that is splayed across the hero house at the end of the spot. This emblematic statement aimed to instil a sense of horror as the festivities of the World Cup are widely celebrated in the country, highlighted the shocking statistic that there is a 38% increase in domestic house abuse following football matches.

Women’s Aid have launched a new campaign titled ‘He’s Coming Home’, aiming to fight football-related domestic abuse. The new ad campaign focuses on the rise in domestic violence while major footballing events take place. As the campaign specifies, studies have seen a rise of up to 38 per cent in cases of domestic violence after football matches, with both wins and losses contributing.

The ad achieved a significant impact, raising awareness of the issue and motivating people to take action against domestic violence. The campaign reached a wide audience through various channels, including social media and other advertising platforms. The press that the spot received upon airing revealed the achievement of communicating Women's Aid's efforts to raise awareness surrounding the issue of domestic violence during the World Cup. To date the spot has received over 26k views online. It generated high levels of engagement, with many people viewing, sharing, and commenting on the ad. As a result of the campaign, there has surge in awareness of this issue, with individuals becoming more informed and victims being more likely to seek help.