He's Coming Home

Agency: Mischief (MHP Group)
Client: Women's Aid

The Women’s Aid insight that instances of domestic abuse rise during major sporting events is a story that’s been told before. But that doesn’t mean it’s a story we should stop telling. We needed to build on this narrative, and use innovative means to propel it further.

The integrated channel strategy encouraged action and support, while expertly repurposing data to challenge media to revisit a topic they had ‘covered before.’ From LGBTQ+ rights to modern-day slavery – the Qatar World Cup had no shortage of unique talking points…and yet the most impactful, purpose-driven campaign came from a story you’ve heard before.