Women’s Aid launches ‘No More Years of Hurt’ campaign highlighting the spike in domestic abuse during big football games
Today, Women’s Aid is launching the newest instalment of its award-winning ‘He’s Coming Home’ campaign, created in partnership with House 337. The campaign, which coincides with this summer’s Euros 2024 tournament, aims to shine a light on the darker side of major football championships, which could lead to an increase in domestic abuse.
While football does not cause domestic abuse, existing abuse can intensify around tournaments like the Euros. Research by Lancaster University showed cases of domestic abuse increased by 38% when England lost a match and 26% when they won or drew.
The goal of the awareness raising campaign is to highlight the ongoing epidemic of domestic abuse in the country, bringing what is often thought to be a ‘private’ issue into the public domain and sparking important conversations amongst football fans and supporters. Coming on the cusp of a general election, with levels of violence against women at their highest and funding for women’s services at an all-time low, the campaign aims to mobilise the public and move this issue further up the agenda to make domestic abuse intolerable in our society.
The campaign features specially created classic football scarves imprinted with well-known football chants that have been subverted to highlight the domestic abuse emergency. The scarves are emblazoned with slogans, such as: “No More Years of Hurt,” “He’s Coming Home,” and “England Till I Die.” In addition to the slogans, the scarves are also interwoven with some of the common misogynistic terms and sayings that perpetuate domestic abuse. The words are not immediately noticeable but become clearer and more recognisable the longer you look, reflecting how domestic abuse in our society is hiding in plain sight.
The “He’s Coming Home” campaign series, which first launched during the World Cup, has had a major impact on Women’s Aid as an organisation. The campaign has enabled Women’s Aid to enlist key figures in politics and football as allies along with celebrity ambassadors.
The ‘No More Years of Hurt’ ads will run across selected Clear Channel and Ocean Outdoor sites nationwide from June 20th to coincide with England’s second match at group stage. 
Teresa Parker, Head of Media Brand & Relationships at Women’s Aid, said:
“Football championships are a fantastic time for us to come together as a country through a game that many of us love. However, for many women and children living with an abuser, major football tournaments can be a time filled with fear. While domestic abuse is not caused by football, we know existing abuse can become more severe or frequent during big tournaments. It is vital that we raise awareness of this during this crucial time so that survivors know where they can get help and so that the public know how they can support charities like Women’s Aid.
“We are so pleased to be working with House 337 once again on a football campaign, following the success of the ‘He’s Coming Home’ campaign during the 2022 World Cup. It reached so many people and started important conversations, creating important awareness of domestic abuse as an issue. We hope to do that again using well-known football phrases as a way to get people thinking about this issue that affects so many, but too often is hidden behind closed doors.”
Charlie Hurrell, Chief Client Officer at House 337, said:
“For most of us, the Euros will be a time to enjoy some great football and a sense of hope and unity as we support our teams – which makes it all the more powerful a moment to get the message out about the dark side of these tournaments. Repurposing the most iconic and powerful phrases in British football is an incredibly effective way of raising awareness of domestic abuse. The campaign reaches the public during a critical time and mobilises people on a hugely important issue which wouldn’t otherwise have been on the agenda.”
“The 2022 campaign by House 337, which coincided with the World Cup, was described as one of the most viral domestic abuse campaigns and was picked up by all major news outlets, as well as getting the attention of political figures like Keir Starmer, the Home Office, national police authorities, policymakers, local councils. It generated 23 million TikTok views and extensive sharing across platforms. As a result, Women’s Aid saw a 78% increase in traffic to its website driven by social media, and a 44% rise in visits to its donate page. There was also a 17% rise in visits to its information and support page.”