Project Information
During major football tournaments, reports of domestic abuse rise dramatically. In England, incidents increase by 38% when the men’s national team loses. To confront this issue during Euro 2024, Solace and the National Centre for Domestic Violence launched No More Injury Time, a campaign designed to use the language of football to spark awareness and conversation.
At the centre of the campaign was Shirt 38, an alternative England kit that looked familiar at first glance but revealed subtle, unsettling changes: a faint St. George’s cross, three lions facing the wrong way with their tails down, and the number 38 with a small percent sign on the back. Instead of a sponsor’s logo, the shirt carried the campaign line “No More Injury Time” — a stark reminder that “when we lose, she loses more.”
I designed the campaign identity and collateral, including social media assets and the shirt itself, ensuring the visual system balanced the aesthetics of sport with the urgency of the message.
The campaign was amplified through a national film, survivor voices, and widespread social coverage, sparking discussion across media and the football community. More than an awareness drive, it reframed a sporting phrase into a cultural call to action: there can be no extra time when it comes to abuse.
"No More Injury Time" won Best Charity / Not-for-Profit Campaign at the Global Social Media Awards.
Molly Tappin, Creative Direction
Barbara Desiderato, Art Direction
Pamela Dragone, Design
James Fenn, Production
