Domestic abuse cases rise by up to 38% during major football events. So for 1.6 million women living with domestic abuse in the UK, the World Cup is a time of fear not celebration. And 2022 saw the first ever winter tournament. This was significant because the cold weather and dark nights meant more abusers would be at home rather than the pub, posing an even greater risk to women. Women’s Aid, a small domestic abuse charity, needed the entire nation to support these women. So we took England’s beloved football chant, ‘It’s Coming Home’ and changed one word to give it a powerful new meaning… HE’S COMING HOME. With no budget and no media spend, they needed an idea to cut through, something that would resonate and get the entire nation talking & sharing the vital support information to help the women at risk. All because of three words.