There is a 38% rise in reported abuse cases when England's men’s team lose a major tournament.

A shocking statistic which means as the Euros heat up, Solace and the National Centre for Domestic Violence will have an even greater need for their vital services.

The two organisations have partnered with Four Nine and The Wild by Jungle to launch a nationwide campaign ‘No More Injury Time’ to raise awareness of the support available for anyone experiencing, or at risk of experiencing domestic abuse.

The campaign, which launched earlier this month, aims to remind those facing domestic abuse that they are not alone.

To raise awareness, abuse survivors Rehema Muthamia, a Former Miss England, Influencer Flo Finch as well as charity ambassadors such as British Writer, Director and Actor Karen Bryson MBE have unveiled Shirt 38.

The shirt has been created as an alternative to the traditional England kit. It has been designed and created to symbolise a sobering truth: when we lose, she loses more.

The 38 etched on the back of the shirts reflect the 38% rise in reported abuse cases when England men’s football team lose at a major tournament.

The shirt looks like a classic England football shirt, but key changes to the shirt contribute to the shocking narrative. The three lions on the shirt are all facing the wrong way, with their tails facing down rather than up. This is because when a cat’s tail is facing down it feels defensive and therefore aggressive behaviour might follow. Where a sponsor's logo would traditionally appear the words ‘No More Injury Time’ appear.

An accompanying No More Injury Time campaign film has launched and will run throughout all of England’s group stage games across Solace, NCDV and Four Nine’s websites and social channels. It will also include a series of videos on TikTok, Instagram and Facebook, as well as a social video podcast. As well as being promoted by content creators on their own platforms.

Molly Tappin, Associate Creative Director, The Wild by Jungle, said: “In March the country went into meltdown when the colour of the St. George’s Cross was changed on the back of England’s new kit. The level of conversation and controversy that it sparked is exactly what this campaign is aiming to replicate with the ‘alternative’ England shirt.”

She continued: “Four Nine has a huge following across social media and we never shy away from tackling uncomfortable subject matters, so we set out to create a campaign that would rise above the noise of the Euros and command attention. The involvement of domestic abuse survivors and organisations dedicated to combating Violence Against Women and Girls was imperative for us. We believe Shirt 38 and our campaign can serve as a catalyst for real world change, elevating domestic abuse to the forefront of the public’s agenda.”

Flo Finch, Content Creator and Domestic Abuse Advocate, said: “As a survivor of domestic abuse, I have first-hand experience of the lasting impact that it has on people. Being a part of this campaign means so much to me because not only am I a survivor but I am an avid football fan. I cannot bear to think that something that is meant to be joyful, exciting and helps to connect us all, actually can cause profound and lasting damage to others.

She continued: “This campaign helps us to be the voice of the voiceless and the face of the faceless. My hope is that women who are struggling with a perpetrator during this tournament (and after) see this campaign and know there are so many people who are fighting for them without even knowing who they are. There is a life after abuse, there is support and there are so many people who want to help them, love them and guide them through the next chapter of their life.”

Rehema Muthamia, Former Miss England, Actress and Solace Ambassador, added: “As a domestic abuse survivor, I am passionate about supporting and protecting women. With the Euros approaching, and domestic abuse cases set to flare-up, I wanted to be involved in the campaign, to represent other survivors across the country and to show that we are standing up against violence and abuse and that there is help out there.

She continued: “While we as a nation may experience collective sadness by the result of a match, there are women across the country experiencing a far worse reality. Women deserve to be protected.”

A second phase of the campaign is planned which aims to target abusers and potential abusers. Reported cases of domestic abuse rise by 38% when England lose at a major tournament and 26% if England plays, are statistics that shockingly haven’t gone down in a decade. And cases are actually much higher, as these are only the reported incidents. In the UK the majority of domestic abuse is never reported.

Sharon Bryan, Head of Partnerships and Development at National Centre for Domestic Violence, said: “The NCDV is proud to be a part of this powerful and hard hitting campaign, to raise awareness of the impact of football on domestic abuse and violence. We applaud the women’s publisher Four Nine for making this their mission too.

Nahar Choudhury, Solace CEO of Solace, added: “At Solace many of us love football and we’re looking forward to supporting England at the Euros, 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.

She continued: “It is so important for us to include everyone in the conversation about domestic abuse. We feel strongly that football can have a positive influence and having football fans as allies could quite literally be a game changer, which is why Solace is pleased to be collaborating with Four Nine and NCDV on this important campaign.”

Help is available for those experiencing domestic abuse

Solace: 0808 802 5565 OR email [email protected]

NCDV: 0800 970 2070 OR text NCDV to 60777