HOPE UNITED
In 2020, research revealed that 1 in 10 of us had experienced online abuse
— with rates of hate crime rising at a shocking pace.
The UEFA European Championships 2021 gave BT a unique opportunity to start a different kind of conversation and tackle online hate head on.
The idea came in the form of a new BT football club. But not just any club.
We launched Hope United — a diverse team of players from across the Home Nations, created to help the nation protect themselves online and become better digital citizens.
A culturally timed idea that turned a football team into a platform for behaviour change.
We developed a bold identity to reflect the diversity of the squad and cut through the noise of the tournament. The campaign launched across OOH, social, and digital, with bespoke content airing on BT Sport.
— with rates of hate crime rising at a shocking pace.
The UEFA European Championships 2021 gave BT a unique opportunity to start a different kind of conversation and tackle online hate head on.
The idea came in the form of a new BT football club. But not just any club.
We launched Hope United — a diverse team of players from across the Home Nations, created to help the nation protect themselves online and become better digital citizens.
A culturally timed idea that turned a football team into a platform for behaviour change.
We developed a bold identity to reflect the diversity of the squad and cut through the noise of the tournament. The campaign launched across OOH, social, and digital, with bespoke content airing on BT Sport.
Social
OOH
Campaign ID
Campaign Toolkit
Press