Online tracker launches to measure domestic violence

AMV BBDO and creative collective Good Eggs are shining a light on the link between domestic violence and football with the launch of an online tracker.

In a wider sporting ecosystem in which digital tracking of every move is on the rise, the campaign successfully leans on the cultural currency of this behaviour to highlight the dark side of the beautiful game. 

The tracker turns real-time data into a live measurement of ‘Expected Violence’ in the aftermath of football games. Created in partnership with domestic abuse charities, I Choose Freedom and Leeds Women’s Aid, the tracker seeks to raise awareness of the link between England football matches and increases indomestic abuse.

Built by Merlin Studio and available at TheUnspokenStat.com, the tracker models how the expected rise in domestic abuse changes throughout the match. 

Inspired by football's familiar 'xG' (Expected Goals) mechanic, the platform draws on betting market odds and live social sentiment from X to predict the odds of the game and therefore predict the expected rise in domestic violence.

Christopher Ringsell, Creative Partner at Good Eggs, explained: "We wanted to take the familiar live sports tracker experience and turn it into something far more uncomfortable. Because while millions of people are watching what unfolds on the pitch, another story is unfolding behind closed doors. Remember, the xV is a forecast, not a foregone conclusion, and every one of us has the opportunity to help lower it."

The tracker will move dynamically between 26%, the increase in domestic abuse recorded when England win, and 38%, the increase recorded when England lose. Statistics which are based on research from Lancaster University.

Audiences are invited to help ensure the ‘xV’ (Expected Violence) isn't inevitable, by choosing from one of four actions deliberately designed to support survivors, encourage safe intervention and raise awareness. 

The actions include accessing practical guidance on recognising warning signs, checking in safely and accessing expert advice for any users who might be worried about someone they know.

For those who need support themselves, there are immediate links to specialist organisations, helplines and safe support services.

For users who want to raise awareness of the campaign, there is the option to access ready-made social content the viewer can post to help spread the campaign.

Finally, for those who want to donate to the charities involved, there are direct links to support campaign partners Leeds Women's Aid or I Choose Freedom.

Following a successful trial during England's World Cup quarter-final against Norway on Saturday night, supported by sports influencers and many of the organisations and individuals who backed the original campaign, the tracker will launch ahead of England's semi-final against Argentina on Wednesday.

The tracker is the latest chapter of The Unspoken Stat campaign, which first introduced ‘xV’ as football's hidden statistic by projecting it onto family homes during England matches.

Ben Edwards, Executive Creative Director at AMV BBDO, shared: “When we first saw The Unspoken Stat, it stopped us in our tracks. We wanted to build on that powerful idea by working with the Good Eggs team to build something people could experience during the match itself. After revealing the xV, we wanted to give people the feeling that they could help reduce it. Creativity can't solve domestic abuse on its own, but it can help more people recognise it, talk about it and take action."

Teresa Parker, Communications Director at I Choose Freedom, added: "Football doesn't cause domestic abuse. Abuse is a choice made by perpetrators. But for many women living with abusive partners, major football matches bring a very real sense of fear. We know from survivors within our refuges that there have been women and children who have not wanted the TV on during a big international tournament, because it brought back awful memories. "The ' Unspoken Stat' campaign is creating vital awareness this World Cup."