For most, the World Cup is an event to look forward to. But Solace Women’s Aid have a different view as domestic violence increases by 26% when England play, and 38% when they lose. Solace wanted to confront the fans themselves and get this taboo subject talked about – to create real behaviour change. And we had to do it without a media budget.
During the World Cup, fans are only interested in the matches. And they certainly don’t want to be preached to. But we know how much fans love statistics – particularly after a game. So, we used social media to reveal the England team’s stats after every game, adding a final stat showing how domestic violence would also increase that evening. We targeted A-lister celebs, journalists, broadcasters and prominent politicians, who all jumped on-board helping us promote our campaign.
With no production or media budget we achieved:
· #StopItComingHome Trended 6th in the UK on the night England went out to Croatia - incredibly one place higher than #WorldCup
· Activated prominent MPs, journalists, broadcasters and celebs
· Generated a free outdoor with a reach of 271,360 people
· Reached in total over 3.5 million people
· Created Solace’s most successful campaign of all time
SOLACE WOMEN'S AID. STOP IT COMING HOME
During the World Cup, fans are only interested in the matches. But we used social media to reveal the England teams’ stats after every game, adding a final stat showing how domestic violence would also increase that evening.