The UEFA Women’s Euro 2022 kicked off this week to an audience of over 250 million people worldwide. As the beautiful game brings the nation together as they tune in to support the England team EE’s latest campaign shines a light on online sexist hate women face, reminding audiences that as the tournament goes on online hate directed toward any of the players is ‘Not Her Problem.’

The campaign is the latest iteration of Hope United by EE, titled ‘Not Her Problem’. The campaign will see a team of footballers committed to combatting online sexist hate ahead of the UEFA Women's European Championships with a series of digital skills on how to take a stand against the issue. Not only raising awareness around the issue but providing people with practical skills and knowledge to combat hate such as how to block accounts, report online hate, mute and filter offensive content and how to diversify your social media feed by following more female voices.

The campaign launches with a dynamic film starring players Lucy Bronze, Ellen White and Jordan Henderson. Audiences see female football players passionately engage in the sport on and off the field leading to some toe-curlingly gruesome injuries designed to make audiences wince. Being flung in the air during overly physical play, getting a period during play or being woken up by babies crying, the stars of the ad address the camera saying; “this could be a problem”.

In the final section of the ad, the punchy soundtrack turns sinister as audiences are shown a number of mystery figures sending hateful messages to players online. Mens player Jordan Henderson steps forward to take over the final voice over, he adds; “Women beat problems everyday, but sexist hate? That's not her problem. It’s ours.” Closing titles add that sexist hate ends with men and sees the men and women combine into one team; Hope United, standing together against online hate. 

A recent YouGov survey commissioned by EE, revealed that 52% of the UK public don’t feel the internet is a safe space for women, and 60% of the UK believe that not enough is being done to tackle online and offline misogyny. Composed of male and female players, EE Hope United will highlight the role of men to act as an ally to women during the Euros, encouraging them to own and challenge the problem of sexist abuse online and elsewhere.

“While the majority will be rightly giving their support to the athletes competing in the Women’s Euros this summer, there will be the vocal minority trying to denounce and discredit the women’s game.” explained Marc Allera, CEO of EE, “Now, more than ever, it is imperative we come together to champion hope over hate, placing the onus on men to own the problem: this is why EE Hope United will continue to help shape a safer online world, giving others the confidence and knowhow to help call out and put a stop to online sexist hate.”

The campaign will run throughout the UEFA Women’s EURO, with activations across EE’s social and digital channels, and also displayed via bespoke OOH buys across the UK, including Birmingham New Street, Liverpool Lime Street and London’s Waterloo station.