'No More Injury Time' push gives abuse the red card

A new nationwide campaign aims to raise awareness of the support available for anyone experiencing, or at risk of experiencing, domestic abuse and show they are not alone.

“No More Injury Time” has been devised by publisher-powered social agency The Wild by Jungle and features abuse survivors Rehema Muthamia, a former Miss England and influencer Flo Finch, as well as charity ambassadors such as British writer, director and actor Karen Bryson MBE.

Together they have unveiled Shirt 38, an alternative England kit designed and created to symbolise a sobering truth: when we lose, she loses more.

It represents the 38% rise in reported abuse cases when England men’s football team lose at a major tournament.

The shirt reveal is part of the major campaign supported by women’s publisher Four Nine (a Jungle-born media brand), Solace, the National Centre for Domestic Violence (NCDV) and 13 actors, content creators and charity ambassadors and volunteers.

They are urging those in need to seek help by calling national helplines on 0808 802 5565 (Solace) and 0800 970 2070 (NCDV).

While Shirt 38 looks like a ‘classic’ England football top, on closer investigation there are some key changes.

A faint England flag shows that it is an ‘England’ shirt with a difference. The three lions are facing the wrong way with their tails facing down, not up – when a cat’s tail is facing down it feels defensive and aggressive behaviour might follow, while No More Injury Time is placed in the middle of the shirt akin to a main sponsor and logos for Four Nine’s Violence Against Women and Girls partners, Solace and the NCDV are placed top right and on the shirt sleeves, like club sponsors.

Meanwhile, Number 38 takes prime position on the back of the shirt – reflecting the staggering increase in domestic abuse cases when England men’s team lose in a major tournament. A small ‘%’ placed at the bottom of the number ‘8’ and Four Nine’s logo is on the back of the collar.

An accompanying No More Injury Time campaign launch film will go live on this week and will run throughout all of England’s group stage games across Solace, NCDV and Four Nine’s websites and social channels, including a series of videos on TikTok, Instagram and Facebook, as well as a social video podcast. It will also be promoted by content creators on their own platforms.

Wild by Jungle associate creative director Molly Tappin said: “In March, the country went into meltdown when the colour of the St George’s Cross was changed on the back of England’s new kit. The level of conversation and controversy that it sparked is exactly what this campaign is aiming to replicate with the ‘alternative’ England shirt.

“Four Nine has a huge following across social media and we never shy away from tackling uncomfortable subject matters, so we set out to create a campaign that would rise above the noise of the Euros and command attention.

“The involvement of domestic abuse survivors and organisations dedicated to combating violence against women and girls was imperative for us. We believe Shirt 38 and our campaign can serve as a catalyst for real world change, elevating domestic abuse to the forefront of the public’s agenda.”

NCDV head of partnerships and development Sharon Bryan added: “The NCDV is proud to be a part of this powerful and hard-hitting campaign, to raise awareness of the impact of football on domestic abuse and violence. We applaud the women’s publisher Four Nine for making this their mission too.”

Solace CEO Nahar Choudhury concluded: “At Solace, many of us love football and we’re looking forward to supporting England at the Euros, but we know that for many women, tournaments like this can be terrifying. Women experience domestic abuse all year round, but with heightened tensions and disappointments, many abusers will take out their frustrations on their partner.

“It is so important for us to include everyone in the conversation about domestic abuse. We feel strongly that football can have a positive influence and having football fans as allies could quite literally be a game changer, which is why Solace is pleased to be collaborating with Four Nine and NCDV on this important campaign.”

TOPICS:charity data-driven marketing football sport