Warning about ‘The Not-so-beautiful Game’

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.”