Women’s Aid have been praised by media and public alike for the launch of their recent ad campaign, entitled ‘He’s coming home’. The charity launched the campaign on Friday 25th November, the day marking both the International Day for the Elimination of Violence against Women and England’s match against the USA, the Three Lions’ second game of the tournament.
During periods of sporting competition domestic violence rates see a sharp incline
The advert pans across a stereotypically English street, where St George’s flags appear proudly draped across the houses. As the camera moves down the street, the football commentary quietens and loud and aggressive tones become clearer. It is a harrowing visualisation of how the elation, and frustration, of such a sporting event can lead to sinister outcomes.
The charity acknowledges that while it is not the football itself that causes the devastating increase in domestic violence, awareness needs to be raised regarding the heightened emotion and excessive drinking culture that exists around events such as the World Cup. Particular concern was expressed for this year’s tournament, as many more fans will choose to watch the matches from home while it is cold and dark - when the communal atmosphere of a pub is not there to deter overly aggressive behaviour.
Awareness needs to be raised regarding the heightened emotion and excessive drinking culture that exists around the World Cup
Women’s Aid, as part of the campaign, conducted research on public attitudes which revealed that nearly 24% of UK adults believe that there are occasions where it is acceptable for sports fans to sing disrespectful chants about women. It is shocking and worrying that nearly a quarter of the country sees sporting events such as the ongoing World Cup as an opportunity to uphold a culture where misogyny is seen as acceptable. It is therefore unsurprising that rates of domestic violence see a rise - and although no one wants to detract from the celebration of sport, this unwelcome byproduct of sporting passion needs to be addressed.