Women's Aid | The Other 'Kick Off'

Ahead of England’s opening World Cup match, millions of football fans eagerly anticipated kick-off. But for those experiencing domestic abuse, the final whistle could signal something far more dangerous, with incidents of domestic abuse spiking when England play. To bring attention to this hidden reality, we created ‘The Other Kick Off’, a provocative campaign that calculated when domestic abuse was most likely to spike and deliberately promoted the wrong kick-off time. Using brutally simple creative, we disrupted the world’s biggest sporting event without a penny of media spend, turning the nation’s attention towards an issue too often overlooked. The campaign with Women’s Aid generated seven years’ worth of sign-ups in just seven days, over 300 earned media placements, an 87% increase in website visits and a 126% rise in donations.