JWT ad highlights rise in domestic violence during England football matches

JWT London has produced a film for the National Centre for Domestic Violence to coincide with the World Cup, which highlights how violence against women rises by more than 25 per cent after England football matches.

The agency created the 30-second film spot, which will be shown online as well as promoted on social media by NCDV during the World Cup.

In the film, a woman with bruising around her eye is shown making a cup of tea in the kitchen, while football commentary of an England game is heard from the adjoining living room.

The woman becomes increasingly anxious as the final whistle blows and then looks towards the living room door as the television is switched off.

The final shot reveals the statistic that "domestic violence in the UK rises by over 25% after an England match", followed by "Let’s #beatDV" and the NCDV’s brand.

The film aims to educate people to the fact that, win or lose, domestic violence incidents rise by at least 25 per cent after an England match.

The creative director for the film was Russell Ramsey, while the artistic director and copywriter were Adam Collins and Mark Campion, respectively, all from JWT London.

Victoria Dashwood-Quick, of JWT London, was the producer and the production company was Nice Shirt.

The NCDV used statistics based on the previous World Cup, which showed that the number of domestic violence injunctions it applied for rose from its monthly average of 200 to a peak of 262 during the month of July 2010, a rise of 28 per cent.

The figures were confirmed by the Association of Chief Police Officers, which noted an average 25 per cent increase in domestic violence incidents during the last World Cup.

Collins said: "We aim to use the emotional high of the World Cup event to give impact to a disturbing fact directly related to football supporters."

Mark Groves, operations manager of NCDV, said: "Every day of every year, victims of domestic abuse suffer in silence. This film highlights the additional suffering during a period which is generally considered an exciting time that most people welcome in their lives.

"It is a fact that major sporting events like the World Cup fuel the anxiety in already tense relationships. Victims need to know that support services are aware and are waiting for their call."



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