This World Cup, Leeds Women’s Aid are proud to be partnering with charity I choose Freedom and supported by our local team Leeds United and Mel B for an important campaign, ‘The Unspoken Stat’, drawing attention to domestic abuse.
Football fans are familiar with statistics such as xG (Expected Goals) and xA (Expected Assists), but this World Cup we are highlighting the ‘Unspoken Stat’ of the xV (Expected Violence against Women) – designed to mirror the language and obsession of modern football analysis.
A study by Lancaster University has shown that domestic abuse incidents can rise by 38% when England loses and 26% even when England wins, so xV is a statistic we all need to be aware of.
The campaign launches through a coordinated social media activation involving celebrities and campaigners, culminating in the reveal of xV as “Expected Violence” during England’s opening World Cup match on Wednesday, 17 July.
Jeannette Morris-Boam, Director of Strategy, Partnerships and Influence at Leeds Women’s Aid, said:
“While an exciting time for football fans around the World, for those experiencing domestic abuse, large scale football tournaments can bring immense anticipation and dread, as factors like increased alcohol intake and heightened emotions can exacerbate abusive behaviours.
This is a crucial opportunity to put violence against women is at the forefront of the conversation during the World Cup, and raise awareness of the support available.”
Jade Brown, Equality, Diversity and Inclusion Lead at Leeds United, said:
“This World Cup, Leeds United are proud to be working alongside Leeds Women’s Aid to support an important campaign that raises awareness of domestic abuse and the support available to those affected, helping to shine a light on an issue that often goes unseen.
While football does not cause domestic abuse, stats show that incidents can increase during major tournaments. As a Club, we are committed to using our platform to signpost our supporters and wider community to the support services available through Leeds Women’s Aid.
This campaign is incredibly important to us. Domestic abuse is never acceptable, and by speaking openly, raising awareness, and standing together, we can help create safer communities for everyone.”
Spice Girl and Leeds United supporter Mel B, said:
“Football is the beautiful game, but as survivors, we know that there can be an ugly side to it. Yes, it doesn’t CAUSE domestic abuse, but police and public statistics show that incidents of domestic abuse go up significantly after big matches like the World Cup.
I am so proud to be supporting ‘The Unspoken Stat’ campaign from I Choose Freedom and Leeds Women’s Aid, two incredible, life-saving charities, and a Leeds United supporter, I am very happy to see my team sharing this campaign and raising awareness of their local domestic abuse services.”
At Leeds Women’s Aid, we will always believe you and never judge you. If you are worried about yourself or a loved one, call our helpline on 0113 246 0401. In an emergency, always call 999.
To learn more about our support services, visit: https://leedswomensaid.co.uk/get-support/
To support our work, you can make an online donation at: https://localgiving.org/charity/leedswomensaid
The campaign idea was developed by Good Eggs, a collective bringing together communications, creative and campaign specialists responsible for multiple award-winning campaigns in social impact, behaviour change and purpose-led communications.
Follow the campaign on our social media: https://www.instagram.com/leedswomensaid/