BT is taking aim at online hate with a multi-million pound campaign, developed by Saatchi & Saatchi to tackle online hate, ahead of the UEFA European Championships.

The campaign, which includes players such as Lucy Bronze and Marcus Rashford, is a powerful example of a brand stepping up to support customers to combat a problem, which is both  a huge societal issue, but can have catastrophic effects on an individual level. 

As part of the campaign BT is creating free resources designed to give people greater support in tackling online hate. This includes raising awareness of the fact that hate speech is a crime. 

Online hate is not just about those with a public profile as recent research, commissioned by BT, revealed that 1 in 10 people have received online abuse in the past year.  

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, outdoor advertising and press. The Hope United squad will all be promoting the campaign across social media.

As part of the campaign, a 90s film, created by Saatchi & Saatchi and directed by Matilda Finn of Stink Films, premiered  last night (Wednesday 26 May) on BT Sport, during the UEFA Europa League Final. The film powerfully brings to life the real-life harm of receiving online hate.

Pete Jeavons, Marketing Communications Director at BT, explained:  “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.”

He continued: “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.”