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There is an ugly side to the beautiful game: Domestic abuse tends to surge following soccer matches. Recent research from the University of Leicester found that violent incidents at home increase 38% when England loses a soccer game and are 26% higher when the team wins or draws.
Now that the 2022 FIFA World Cup is underway, U.K. charity Women’s Aid has released a powerful campaign calling attention to this trend.
Created by agency House 337, the Women’s Aid ad was filmed using a single tracking shot through a suburban cul-de-sac where England team flags adorn houses and residents are inside enjoying the game.
Finally, the camera lingers at the final house as the mood shifts.