AFC Bournemouth has highlighted the different experiences that fans face walking home from matches in a powerful video launched on 22 November, ahead of White Ribbon Day.

The video shows the difference in the decisions and actions of male and female fans following the end of a match, highlighting that many women risk assess their options, make decisions accordingly and feel a sense of fear in trying to make it home safely. The video highlights the importance of men’s allyship on matchdays towards fellow fans, ensuring that everyone can have a positive matchday experience.

The video was the first stage of a wider campaign that the Premier League club have committed to, also announcing that they have become a White Ribbon Supporter Organisation.

AFC Bournemouth President of Business Operations Jim Frevola said: "We are pledging our commitment to White Ribbon Day to raise awareness of the worrying and increasing trend of violence against women and girls in our society. Let me be clear, this is not simply an AFC Bournemouth issue, or a football issue; this affects so many people in so many walks of life, and we feel it is important that we use our voice. The wide-ranging campaign ties into our year-long celebration of women, which forms part of the club's long-term strategy to acknowledge and promote the various under-represented groups within our supporter base.”

Leyla Buran, Campaigns and Policy Manager at White Ribbon, said: “Sports is an important space where men and boys explore how to express themselves. This can be a space where they learn how to be disciplined, care for others and learn how to work as part of a team. This is exactly what the AFC Bournemouth video speaks to. ‘Understanding the difference in experience of men and women attending matchdays is vital to men’s allyship towards women and girls. It’s also vital to ensure women’s enjoyment and accessibility to the sport.”

The club marked White Ribbon Day on Monday 25th November, with staff and different age groups at the club’s academy receiving training about the importance of preventing violence against women and girls, with additional coverage of their safeguarding responsibilities and the role they play in modelling allyship.