Bt Launch Hope United Campaign To Tackle Online Abuse

BT has launched a new ‘football team’, Hope United, as part of a new campaign in a bid to tackle online hate.

Launching in the build-up to the rescheduled UEFA EURO 2020, the company is aiming to educate its audience on online abuse, as well as support victims of it.

As lead partner of each of the Home Nations football teams, BT has brought together a host of famous faces – including the likes of Marcus Rashford, Rio Ferdinand, and Lucy Bronze – to unite to tackle online hate.

The concept of Hope United was developed by Saatchi & Saatchi, in collaboration with BT, with the agency developing the brand identity for the team, along with the creative aspects of the campaign including social media content, TV, OOH, and press. The Hope United squad will all be supporting across social media throughout the campaign. 

As part of the campaign, a new film, (above) created by Saatchi & Saatchi and directed by Matilda Finn of Stink Films, will premiere on BT Sport, during the UEFA Europa League Final on Wednesday 26th May, featuring members of the all-star squad. The film shows a powerful depiction of the shattering impact receiving online hate has.

Research commissioned by BT has revealed that 1 in 10 people have received online abuse in the past year. The new campaign Hope United will drive more support for change and educate the nation on how to protect themselves and be good digital citizens. 

Pete Jeavons, Marketing Communications Director, BT said: “With the European Championships on the horizon, all eyes will once again be on the footballing world and with the inevitable online hate that comes with this BT is taking action.”

“Our mission is to connect for good and Hope United will galvanise the nation to make a stand against social media hate, providing people with the necessary tools not only to understand the devastating effects of online hate, but also to show them how to be part of the solution. It’s part of our commitment to help 25 million people to make the most of life in the digital world through our Skills for Tomorrow programme.”

“That is why this summer, and as sponsor of the Home Nations, we are asking the country to make Hope United their second team. If everyone stands together, unified through both words and action, hope will emerge victorious over hate.”

Saatchi & Saatchi  partnered with Nomad, a design studio with heritage in designing football related iconography, to design the Hope United kit, as well as Digitas to develop the Hope United website and Publicis•Poke on retail display and activation. Media buying was led by Essence, PR by Pitch Marketing Group, and sponsorship by Cake.

The campaign will also feature a partnership with Reach PLC, who will support across print and digital media.