Women’s Aid
He’s Coming Home
Challenge
Domestic abuse during major sporting events isn’t a new story. It’s been told before — and often well.
Strategy
Hijack the icons of the game.
Idea
Take the most optimistic phrase in English football — “It’s coming home” — and change just one word.
He’s Coming Home.
A line that instantly reframed celebration into threat.
Working with House 337, we helped take the idea into culture and into media.
Giant England flags printed with He’s Coming Home, installed across high-footfall locations nationwide
A film showing match-day celebrations — before revealing the reality inside one home
A coordinated media push placing the message into national, consumer and regional titles
Social-first distribution to drive reach, sharing and conversation
The work landed during the World Cup, when attention — and risk — was at its peak.
Impact
50+ pieces of coverage in the first week, including national titles
17% increase in traffic to Women’s Aid’s support page during launch
222m+ organic social reach driven by public sharing
24m views on TikTok over launch weekend
44% increase in traffic to the donation page
Most importantly, it got people talking again — about an issue too often ignored once it’s been “covered before.”
17%
increase in traffic to Women's Aid support page4,000
new followers on social channels50+
pieces of coverage