National Centre of Domestic Violence

‘The Not So Beautiful Game’ – supporting the National Centre for Domestic Violence to reveal the uncomfortable truth between World Cup football and domestic violence. My work hijacked football culture, subverting the behaviour of fans adorning their bodies with their teams’ national flag by reimagining these flags in the form of realistic wounds and bruises across victims’ flesh. Interrupting the football debate, we provoked much-needed conversations around domestic violence and how to seek life-saving help.

This campaign achieved a 1250%+ increase in social awareness and a 19.6% increase in calls for help. It went on to receive a Cannes Gold Lion for Sport Excellence, a Cannes Glass Lion 2019 shortlist ‘Award for change’, and an Epica Gold Award for ‘Best World Cup Advert’

The imagery produced for the campaign was adopted by several organisations (Fifa, Huffington Post) to represent sports-related abuse

In 2021 I produced a second campaign, ‘The Big Cover Up’, utilising billboards, digital boards, and bus stops across the UK to show how domestic violence is often hidden and never reported.

Using Format