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Women’s Aid: He's Coming Home
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A chilling new campaign by House 337 for Women’s Aid highlights that domestic abuse can become more frequent or severe during big football tournaments, including the FIFA World Cup. The tournament takes place in winter for the first time this year, when the cold and dark will mean that more fans than usual will choose to stay at home to watch the games. For many women, it is a time of fear, where existing domestic violence can increase, with incidents going up by as much as 38% (University of Lancaster). While football does not cause domestic abuse, existing abuse can intensify around key tournaments, meaning that increased awareness can help the charity to save lives. House 337’s campaign reassures these women that they are not alone and reminds us that, if we can all come together as a nation to support a football team, we can also come together to tackle domestic abuse. The unsettling film takes the form of a single tracking shot through a cul-de-sac, showing the flags hanging up outside in support of the national team, while inside people are enjoying the game. But as we round on the final house, the mood changes. The cheers stop and we see a huge flag that reads, “He’s coming home,” highlighting the fear and isolation that many women will experience throughout the tournament. The film is part of Women’s Aid’s two-year ‘Come Together To End Domestic Abuse’ campaign, which runs until 2024 and encourages the public to act together wherever they are and use actions big and small to end domestic abuse. Backed by Women’s Aid Patrons including Spice Girls star Melanie Brown and actor Dame Julie Walters, the campaign promotes five actions that everyone can take to stop domestic abuse, from adding their voice to campaigns to learning what to say to someone experiencing abuse.
Head of Strategy Georgina Murray-Burton Related |
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