Ee Launches Gayvar
EE has reunited it’s ‘Hope United’ squad for a third time to launch GayVAR, an integrated campaign that will highlight and tackle the issue of online homophobia within football.
Inspired by pitch-side VAR (Video Assistant Referee), and fronted by former England international Joe Cole and comedian Tom Allen, the GayVAR video content series will encourage fans to take a stand and call out online homophobic hate when they see or experience it online.
EE Hope United will be monitoring social media across three Premier League game weeks, with GayVAR content posted in response to specific moments that have been found to generate spikes in online homophobic abuse, such as bad individual player performances, bad goalkeeping, dives and losses.
The short videos will highlight the ridiculous and archaic nature of homophobia, and will be shared across EE’s social media channels, refuting claims that it is merely ‘banter’.
The first set of content will go live this Friday 24th February, ahead of and during the Premier League match between Fulham and Wolverhampton Wanderers.
