Pre-Match Intervention
TBWA\Helsinki
Viaplay x The Institute of Health of Finland
The Challenge
During major sports events, domestic abuse increases by 38%, calls to domestic violence hotlines rise by 40%, and police reports of domestic violence increase by 10%.
Despite these alarming figures, victims still struggle to find support. In many households, when the game stops, the real fight begins…
The Solution
Sports fans love the pre-match—ex-players, experts, and commentators sharing predictions and crunching the numbers.
Introducing: PRE-MATCH INTERVENTION. TBWA\Helsinki hijacked the world’s biggest fighting sports—broadcast live and later streamed—and before every match, they aired survivors of domestic violence serving as pre-match analysts.
Fight experts like never before. They didn’t break down the game. They broke their silence. Their stories became a full-length documentary—encouraging abusers to seek help and empowering victims to reach out for support.
Watch the Case Study
The Results
Dozens of direct messages were received by Finland’s National Institute for Health and Welfare (THL) from survivors, and the documentary secured a permanent placement in Viaplay’s catalog.
