CASE STUDY
The Other Kick Off
For England's opening match of the 2026 World Cup, Women's Aid and agency ELVIS turned football's most asked question into a warning about domestic abuse. Monster Outdoor was part of the team that brought it to life, taking the campaign onto the streets of Central London, right to the pubs and fan zones where the match was being watched.
THE IDEA
What time is kick off?
Before every England game, millions of people ask the same question at the same moment: what time is kick off? The 2026 World Cup is hosted across North America, so England's matches finish late at night here, when victims are most isolated and support is hardest to reach.
The campaign hijacked that question and gave fans an unexpected answer: 11:37pm. Not the official kick off, but the estimated moment domestic abuse is most likely to surge after the final whistle. ELVIS calculated the time using historical reporting data, average match duration, half-time, added time, and the patterns of post-match drinking and travel home.
Styled in football's own fixture and scoreboard language, the work blended into genuine matchday content before revealing what it really meant. Every placement carried a QR code: scan to uncover the truth behind the time, and find support at womensaid.org.uk.
“When it comes to kick-off, we're not talking about football, we're talking about what happens after. For many women and children, the final whistle signals the beginning of something frightening.”
38%
rise in domestic abuse when England lose
26%
rise when England win
11:37pm
the other kick off
17 Jun
live for the England v Croatia opener
The 38% and 26% figures come from Lancaster University research (Kirby & Francis), the study behind Women's Aid's award-winning 2022 World Cup campaign “He's Coming Home”. Football does not cause domestic abuse, but incidents are known to rise during major tournaments, where heightened emotion and alcohol can escalate abuse that already exists.
OUR PART IN THE CAMPAIGN
Part of the team that took it to the streets
The Other Kick Off came together as a team effort: ELVIS on the creative, Women's Aid driving the cause, and a line-up of the UK's biggest out-of-home names putting it in front of the country. Monster Outdoor worked as part of that team, trusted to carry the campaign where it mattered most, onto the streets.
A message about matchday belongs where matchday happens. While landmark screens owned the city's hubs and transport, our role was to make the idea mobile, taking 11:37pm to the doorstep of the moment, the high streets, the fan zones, and the pubs where England were being watched, the places fixed panels can't reach.
The Monster AdVans pulled up outside the pubs themselves, the “11:37pm Kick Off” creative on one side while the venue's own board read “England v Croatia, 9pm Kick-Off” on the other. Two kick off times, a few feet apart, the whole campaign delivered on the street.
ELVIS credited Monster Outdoor alongside its own team, Women's Aid and the campaign's media partners. For work this important, being part of the team that brought it to life is something we're proud of.
A MULTI-FORMAT PUSH
The campaign across London
The Monster AdVans were one part of a city-wide effort. The campaign's media was donated by leading out-of-home owners, putting 11:37pm on landmark digital screens, transport hubs and fan zones, with Monster AdVans carrying the same message through the streets in between.
“The World Cup defines the entire national mood. For Women's Aid, that created a rare moment when millions of people were all doing the same thing at the same time. We asked ourselves what every England fan would do before the match, and built the campaign around intercepting that moment.”
Why this campaign worked
The message met its audience exactly where matchday lives: outside the pubs, at the fan zones and across the transport hubs where England fans gather. Monster AdVans reached the places fixed screens can’t.
It hijacked a question millions were already asking, then answered it differently. Getting an unexpected answer to your own question lands harder than being told something you didn’t ask.
The 11:37pm device wasn’t a slogan, it was a calculated time. That precision gave the idea its weight and earned national news coverage on its own.
Built in football’s own fixture and scoreboard language so it blended into matchday content before the reveal, with a QR code turning attention straight into support.
Landmark digital owned the city’s key sites; mobile AdVans owned the streets between them. Together they covered the whole matchday journey, not just single points on it.
IN THE PRESS
Covered across the national and advertising press
The Other Kick Off was covered across national news and the advertising press, and named Ad of the Day by The Drum.
CREDITS
The partners behind The Other Kick Off
Charity
Women’s Aid Federation of England
Creative agency
ELVIS
PR
Mischief
Out-of-home
Monster Media Agency, The Outernet, Ocean Outdoor, JCDecaux, Open Media, Alight Media, Bauer Media Group
Press
Metro, Grazia
If you need support
If you or someone you know is experiencing domestic abuse, you are not alone and support is available. Visit womensaid.org.uk for online support and information.
The free, confidential, 24-hour National Domestic Abuse Helpline is open on 0808 2000 247. In an emergency, always call 999.
About this campaign: Monster Outdoor was part of the team behind “The Other Kick Off”, the Women's Aid World Cup 2026 campaign created by ELVIS, which launched on 17 June 2026, taking the campaign onto the streets of Central London with Monster AdVans. We plan and deliver mobile billboards, AdBike fleets, Underground and large-format digital, and outdoor advertising across the UK, including reactive, culturally-timed work that needs to be in the right place at the right moment. See more of our work on the case studies page, or get in touch to talk about a campaign.
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