Women's Aid - He's Coming Home
Award: Wood Pencil
Wood Pencil / Press & Outdoor / Poster Adverts / 2023
Award: Shortlist
Shortlist / Writing for Advertising / Outdoor
Domestic abuse cases rise by up to 38% during major football events. For 1.6 million women, the football World Cup is a time of fear not celebration. The 2022 tournament was also held during winter for the first time, so more abusers would be at home, posing an even greater risk. Women’s Aid, a small domestic abuse charity, needed the entire nation to support these women. House 337 took England’s famous football chant, It’s Coming Home, and changed one word to give it a powerful new meaning: He's Coming Home. Despite budget and media constraints, it cut through the noise and went viral, all because of three words.
What did the judges have to say?
Another campaign that calls out men to be more aware of gender-based violence, and shows that their violent actions are not cool.
ElsaMarie D’Silva, Founder, Red dot foundation (safecity)
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