OOH
Social
In 2020 research revealed that 1 in 10 of us had received online abuse and the rate of hate crime rising at a shocking rate.
The eagerly anticipated UEFA European Championships 2021 gave BT a unique opportunity to strike up a different type of conversation and tackle online hate head on.
The idea came in the form of a new BT football club. But not just any old club. We launched Hope United; a diverse dream team of football players from across the Home Nations with the ultimate goal of educating the nation on how to protect themselves and be good digital citizens. We set about to creating a striking brand identity to reflect the diverse team and cut through other Euros related noise.
The campaign launched with OOH, social and digital platforms and bespoke content aired on BT Sport.