increase in social media-driven traffic to Women's Aid's website
increase in visits to the donate page
increase in visits to the information and support page.
1.6 million women endure domestic abuse, resulting in a woman's murder by her partner every 4 days. But during major sporting events, domestic abuse surges by up to 38%. With the upcoming winter World Cup, Women's Aid aimed to raise awareness and guide people to their website for support.
To address this issue, Women's Aid transformed one word from the popular football phrase "IT'S COMING HOME" into a chilling reminder that the World Cup can be a time of fear for domestic abuse survivors. The campaign "HE'S COMING HOME” was launched strategically just after England's second group game, going viral despite limited resources.
"HE'S COMING HOME" resonated powerfully with the public, generating 23 million TikTok views and extensive sharing across platforms. Major news outlets lauded it as "The most powerful domestic abuse campaign," reaching 222 million. And it garnered attention from political figures, prompted police efforts against domestic abuse related to major football events – all because of three impactful words.