EE launches Hope United campaign to fight sexism online


In front of UEFA European Women’s Football Championship 2022, EE teams up with a mixed team of footballers to fight misogyny online.

The team, which will be led by Gareth Southgate, includes Ellen White, Lucy Bronze, Marissa Callaghan, Rebecca Sellar, Demi Stokes, Andy Robertson, Dan James, Declan Rice, Trent Alexander-Arnold and Jordan Henderson.

Hope United is recruiting men across the UK to stamp out online misogyny

Players will appear in exclusive online content designed to teach audiences the digital skills needed to prevent, report and quell sexism online. The campaign slogan, “Not his problem”, is designed to remind the public of the role men must play in preventing hate online.

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A recent YouGov survey commissioned by EE found that 53% of the public do not think the internet is a safe space for women. 62% also believe that not enough is being done to tackle misogyny online and offline. As a result, EE’s Hope United will highlight men’s responsibility to ally with women during the Euros, encouraging them to take ownership and challenge the issue of gender-based abuse online and elsewhere.

Marc Allera, EE’s chief executive, said: “While the majority will rightly support the athletes taking part in the Women’s Euro this summer, there will be the vocal minority who will try to expose and discredit the game. feminine.

“Now, more than ever, it’s imperative that we come together to stand up for hope rather than hate, leaving it up to men to own the problem: that’s why EE Hope United will continue to help shape a safer online world, giving others the confidence and know-how to help speak out and end sexist hate online.

The campaign is set to run today (July 4) and throughout the Women’s Euro, broadcast across EE’s social and digital channels and displayed in OOH destinations across the UK, including Birmingham New Street , Liverpool Lime Street and London Waterloo Station.

Hope United was created by Saatchi & Saatchi, with public relations handled by Pitch Marketing Group and media buying by Essence. The campaign is a continuation of the Hope United initiative launched ahead of the UEFA European Championships last year to tackle all forms of hate online.

In addition to the main public elements of the campaign, EE has partnered with HateLab to provide each player with their own personalized Hope United shirt.

Using behavioral data, which pulls information from each player’s social media account, the shirts show a visual representation of how people talk about them online, translating the emotions associated with various feelings into a color and a styling visuals, creating a unique design for each team member. . The shirts will be available for purchase, with all proceeds going to Cybersmile, an anti-bullying non-profit organization.

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