'He's coming home': Women's Aid warns of darker side of World Cup

It was created by Holly Fallows and Charlotte Watmough, and directed by Sara Dunlop through The Corner Shop.

The film is part of Women’s Aid’s two-year "Come together to end Domestic Abuse" campaign, which will run until 2024. The campaign encourages the public to act together wherever they are and use actions big and small to end domestic abuse.

“There is a role to play for everyone in helping to end domestic abuse, and raising awareness of the support available during major tournaments like the upcoming World Cup can help many women living with abusive partners,” Farah Nazeer, chief executive of Women’s Aid, said.

“While domestic abuse is not caused by football, we know existing abuse can become more severe or frequent during big tournaments. We ask everyone to help share this important campaign at a time when many women need to know how to get support.” 

Christopher Ringsell, creative director at House 337, added: “During this time as the nation comes together we want to subvert the usual football tropes and shine a light on the chilling fact that for many women it’s a time of fear not celebration.

“They need your support too. The visual spectacle of the flag retains its power, but with a new, chilling twist. We want to encourage people to be aware of friends and neighbours in their community and come together to try to end domestic abuse. To seek out tangible things they can do to Be Women’s Aid.”