AMY FRY
Truth is where big ideas begin.
HOPE UNITED
Tackling online hate head on
Football has always had the power to influence behaviour.
The chants people repeat.
The language they adopt.
The way they treat each other — both in the stands and online.
As the Euros approached, online abuse around the game was becoming impossible to ignore.
So rather than adding another message into the noise,
Hope United used football itself as the platform for change.
Bringing together a diverse team of players, pundits and creators from across the Home Nations, the campaign encouraged fans to become better digital citizens — online as well as off.
Launched across OOH, social and digital, the work reframed allyship and respectful behaviour as something that belongs in football culture too.
Football has always had the power to influence behaviour.
The chants people repeat.
The language they adopt.
The way they treat each other — both in the stands and online.
As the Euros approached, online abuse around the game was becoming impossible to ignore.
So rather than adding another message into the noise,
Hope United used football itself as the platform for change.
Bringing together a diverse team of players, pundits and creators from across the Home Nations, the campaign encouraged fans to become better digital citizens — online as well as off.
Launched across OOH, social and digital, the work reframed allyship and respectful behaviour as something that belongs in football culture too.
Social
OOH
Campaign ID
Campaign Toolkit
Press