Warn­ing about ‘The Not-so-beau­ti­ful Game’

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Do­mes­tic Vi­o­lence and the World Cup seem to be closely linked spe­cially in the UK where re­ported in­ci­dents are in­creas­ing by 26% if Eng­land plays, 38% if Eng­land loses and 11% the next day, win or lose. To bring these stats to life in a dra­matic way and re­mind the coun­try that do­mes­tic vi­o­lence has no place in so­ci­ety, J. Wal­ter Thomp­son Lon­don has cre­ated a timely and re­ac­tive cam­paign for the Na­tional Cen­tre for Do­mes­tic Vi­o­lence. Ti­tled ‘The Not-so-beau­ti­ful Game’, this se­ries of pow­er­ful im­ages, which reimag­ines na­tional flags in blood, warns “If Eng­land Get Beaten, So Will She.” The cam­paign has been used across dig­i­tal, print and OOH. They were sched­uled to run on all of Eng­land, Switzer­land and Ja­pan’s match days to the end of the World Cup. J. Wal­ter Thomp­son Cre­ative Di­rec­tor, Jo Wal­lace, says “As fans across the world watch each game with trep­i­da­tion so too do the part­ners of some of those fans. This lesser known, darker as­pect of foot­ball is clearly communicat­ed with this im­pact­ful cam­paign, ‘The Not-so-beau­ti­ful Game’. The team saw these stats and im­me­di­ately cre­ated this ex­cel­lent work to help reach and sup­port vic­tims of Do­mes­tic Vi­o­lence dur­ing the World Cup when they are in par­tic­u­lar dan­ger.”

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