Women's Aid and the Other Kick-Off.

18 June 2026

There are thirteen—count 'em—kick-off times at the 2026 World Cup, but domestic abuse charity Women's Aid wishes to highlight one particular: 11:37pm.

There are thirteen—count 'em—kick-off times at the 2026 World Cup, enough to throw anyone's circadian rhythm out of whack. From 5pm to 5am BST, games span three countries and four time zones, as if it's a grudge match between beauty sleep and the beautiful game. One kick-off time that stands out more than others, however, is 11:37pm.

That's the moment domestic abuse charity Women's Aid reckons women are most at risk of harm after a 9:00pm start. Two of England's group matches take place at that time, and it's clear the charity regards them as powder kegs. To ram home the point, Elvis has put up 11:37pm billboards that stress how the charity's on red alert this summer. With any luck, concerned family, friends, and neighbours will be, too.

Elvis CCO Josh Green says: "The World Cup dominates everything from search and social to pub conversations. It defines the entire national mood really. 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," adds Green. "Getting the wrong answer to a question you were already asking is a very different experience to being told something you didn't want to hear."

This is before the knockout stages add extra time and penalties into an already volatile mix. As Women's Aid CEO Farah Nazeer puts it: "Domestic abuse is never caused by football, but we know incidents increase during major tournaments, whether England win, lose, or draw. Every major tournament brings excitement for millions of fans, but it also brings fear, anxiety, and danger behind closed doors." England's campaign, therefore, becomes tied to the advertised charity's.