The campaign, signed by House 337, uses the motto “It’s Coming Home” from the British to warn about the increase in cases of violence
Women’s Aid, a group of charities across the United Kingdom, brought one of England’s most emblematic mottos in years of the World Cup, “It’s Coming Home”, to warn about the increase in cases of domestic violence in the country during the championship.
The film, signed by House 337, was recorded in a single take and set in an ordinary British street, showing people celebrating a goal, children riding bicycles until they reach the last house, which has a flag emblazoned with the words “He’s coming back to the house”.
Women’s Aid developed the campaign based on a statistic which pointed out that cases of domestic violence increase by 38% during the winter months and the fact that more men stay at home to watch the games.
During this time, as the nation comes together, we want to raise awareness of the chilling fact that for many women, the World Cup is a time of fear, not celebration, explained Christopher Ringsell, creative director of House 337.
The campaign aired after England’s second group stage game against the United States last Friday (25). The date also marks the International Day for the Elimination of Violence against Women.
