With the World Cup in full swing, several NGOs have launched awareness campaigns to prevent domestic abuse – incidents of which studies have shown increase on match nights.
As England began its pursuit of World Cup glory, large panels could be seen in London's streets displaying the words "11:37pm: The Other Kick Off". This is the name of an awareness campaign launched by Women's Aid – one of the United Kingdom's leading organisations fighting domestic violence – to coincide with the national team's first World Cup match against Croatia on 17 June. In this context, kick-off refers not just to the start of the match, but the time of night when an abusive partner comes home after watching the match – a moment dreaded by many women and children. The campaign was rolled out across digital billboards, mobile advertising trucks and posters placed near fan zones. QR codes direct people to the organisation’s support services, which are aimed not just at victims but at their loved ones, and witnesses. "For women and children who are victims of domestic abuse, the 'kick-off' takes on a different meaning," Farah Nazeer, chief executive of Women’s Aid, said. "The final whistle marks the start of a terrifying and potentially life-threatening situation."
