NCDV, in collaboration with survivors and charity ambassadors launched an alternative England football kit as part of the ‘No More Injury Time’ campaign to draw attention to increased risk of domestic abuse during the Euro 2024 tournament. The top, Shirt 38, represents the 38% rise in reported cases when England men’s soccer team loses a major tournament.
Among the organisations joining with NCDV was Solace Women’s Aid which supports women experiencing domestic or sexual violence. Chief executive officer Nahar Choudhury: “At Solace many of us love football. 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.”
Based on a classic England football top, marketing agency The Wild by Jungle has designed Shirt 38 with a faint England flag and the three lions are facing the wrong way, their tails facing down, not up: when a cat’s tail is facing down it is feeling defensive and aggressive behaviour might follow.
Also, the message ‘No More Injury Time’ is placed in the middle of the shirt akin to the main sponsor’s logo, while logos for the campaign’s main partners, including women’s digital lifestyle publisher Four Nine, are elsewhere on the shirt sleeves.
The number 38 takes prime position on the back, with small percentage symbol at the bottom of the number ‘8’.
