Women’s Aid: He’s Coming Home campaign copy

Category: Writing; Entrant: House 337

Every four days a woman is murdered by her partner, and during major sporting events, domestic abuse rises by up to 38%. During the FIFA World Cup in Qatar, data showed that the 1.6 million women living with domestic abuse in the UK would be at risk when their partners returned home post-match.

To highlight the need for everyone to play their part in ending domestic abuse, Women’s Aid teamed up with House 337 and hijacked the UK’s most ubiquitous football phrase, transforming it from a chant to a chilling warning by changing one word. ‘He’s Coming Home’ was emblazoned across a new England flag created by artist Corbin Shaw, and the image appeared on billboards and in a one-shot film on social media.

The campaign went viral, with wide coverage by news outlets. Traffic increased on the Women’s Aid website by 78.3% – and all because of three words.

He’s Coming Home
Category: Writing
Entrant: House 337
Creative Agency: House 337
Executive Creative Director: Jo Moore

Creative Director: Christopher Ringsell
Senior Creatives: Holly Fallows, Charlotte Watmough
Head Of Strategy: Georgina Murray-Burton
Strategy Director: Laura Sammarco
Senior Influencer Strategist: Paul Lynch
Business Director: Kat Thompson
Senior Account Director: Marianne Roberts
Account Manager: Catia Fernandes Poon
Agency Senior Producer: Tash Dean
Senior Project Manager: Chelsea Chapman
Design Director: Aaron Pacey
Head Of Production: Victoria Fischer
Executive Producer: Melody Sylvester
Flag Artist: Corbin Shaw
Photographer: Felicity Crawshaw
Director: Sara Dunlop
Production Company: The Corner Shop
Post Production: Absolute
Sound: King Lear