The Other Kick-Off: The Moment Many Women Fear During the World Cup

As England’s World Cup campaign begins, most fans are asking a familiar question: what time is kick-off?

For Women’s Aid, the answer is different — and far more sobering.

Their latest campaign, The Other Kick Off, reframes the conversation around a second, hidden moment in the match timeline: 11:37pm. It’s the estimated time many abusers return home after the final whistle — a point at which domestic abuse is known to rise.

The insight is stark. Research shows domestic violence incidents increase by 38% when England lose, and still rise by 26% when they win. Football doesn’t cause abuse, but heightened emotions and alcohol can escalate it where it already exists.

By subverting one of football’s most searched questions, the campaign turns attention to what happens after the game ends. The 11:37pm ‘kick-off’ appears across digital billboards, mobile vans and fly posters near fan zones, stopping people in their tracks and directing those at risk to support.

Each execution includes a QR code linking to Women’s Aid’s resources — offering help, advice and a route to safety.

Because while the nation focuses on the match, for thousands of women and children, the most dangerous moment comes after it.

To donate, support, or find out how you can help, click here.

Mischief was also the PR agency behind the award-winning He’s Coming Home Women’s Aid campaign.