France, July 4 -- As England began its pursuit of World Cup glory, large panels could be seen in London's streets displaying the words "11:37pm: The Other Kick Off".

This is the name of an awareness campaign launched by Women's Aid - one of the United Kingdom's leading organisations fighting domestic violence - to coincide with the national team's first World Cup match against Croatia on 17 June.

In this context, kick-off refers not just to the start of the match, but the time of night when an abusive partner comes home after watching the match - a moment dreaded by many women and children.

The campaign was rolled out across digital billboards, mobile advertising trucks and posters placed near fan zones.

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