Gareth has spoken before about how educating and looking after boys now creates a better, safer environment for women and girls, and in this doc, he didn’t shy away from mentioning Violence Against Women and Girls (VAWG) either.
With the next World Cup on the horizon, the timing of this conversation feels right, especially because we know all too well the devastating reality of how major tournaments can be a starting point for domestic abuse.
It instantly made me think of the award-winning “He’s Coming Home” campaign by Women’s Aid and creative agency House 337 in 2024. By using the song we all know and love, they created a campaign that was absolutely chilling. They brilliantly challenged football culture to highlight the domestic abuse emergency, and it went viral for good reason.
The campaign generated over 23 million views on TikTok alone and more importantly, it translated directly into action. Women’s Aid saw a 78% spike in website traffic driven by social media and a 44% rise in donations.
As Gareth rightly emphasised, we shouldn’t be helping young men and boys simply as a transactional way to make life safer for girls. They are human beings, they are hurting, and they deserve support in their own right, full stop.
But it is still entirely right to bring VAWG into this conversation, in my opinion. When we look at the campaign’s data, alongside the spikes in donations, Women’s Aid saw a 17% rise in visits to their Information and Support pages.
If we want to successfully stop VAWG and prevent the need for these harrowing campaigns in the future, we have to look at the precursor to the behaviour. We have to address the root causes of male isolation, the lack of positive male role models at home, and the lack of hope a generation of boys is feeling, even though these lads deserve support in their own right.