‘Chills looking at this’: Women’s Aid praised for ‘He’s coming home’ campaign

New Women's Aid domestic abuse campaign shows enlarged England flag hanging on side of house with text reading 'he's coming home'. (Women's Aid)
The new Women's Aid domestic abuse campaign has been described as 'powerful'. (Women's Aid)

A new campaign from domestic abuse charity Women’s Aid has garnered praise on social media, with many users calling it “powerful”.

The campaign, which launched on Friday, sees a series of locations such as homes and walkways with an enlarged England flag on it that reads: “He’s coming home”.

The message is a spin on the chant “Football’s coming home”, and aims to highlight the impact watching sport can have on domestic abuse.

Tweeting about the new campaign last week, Women’s Aid said: “As we cheer for our teams, there are many women and children who need support too. Football doesn't cause domestic abuse but abuse can become more severe during the #WorldCup.”

Read more: Women’s Aid launches powerful campaign to highlight signs of coercive control

Many have been quick to praise the campaign, with one person writing: “Over a decade working in ad agencies and I've never seen a campaign as good as this Women's Aid one.

“Violent domestic abuse incidents increase by 38% when Eng [sic] lose or 26% when the team wins or draws.”

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Another person added: “Ooooof this campaign from Women's Aid though,” while a third said: “Chills looking at this.”

Read more: ‘I think it would have been easier if he'd hit me': The truth about ‘invisible abuse’

Another added: “The worst part about it is that I wonder how many people this chilling message will be somewhat lost on… but for the women it speaks for this will be a horrific reminder.”

Others called the posters “powerful”, “impactful” and “superb”.

On the release of the campaign, Farah Nazeer, Chief Executive of Women’s Aid, said in a statement: “There is a role to play for everyone in helping to end domestic abuse, and raising awareness of the support available during major tournaments, like the upcoming World Cup, which can help many women living with abusive partners.

Read more: 'Appalling increases in violence against women' seen throughout pandemic, WHO warns

“While domestic abuse is not caused by football, we know existing abuse can become more severe or frequent during big tournaments.

“We ask everyone to help share this important campaign at a time when many women need to know how to get support.”

Watch: Women's Aid launch new campaign to raise awareness of coercive control