Euro 2020 seemed to arrive at the perfect time when national spirits desperately needed to be lifted in the wake of the pandemic. Yet, when we look back at the triumph, sporting endeavour and the spirit of joy it brought, we also have to address the racist abuse levelled at players who gave it all on the pitch but were faced with racism and hate online.

It was a moment of shame that underlines the importance of the groundbreaking Hope United campaign from BT and Saatchi & Saatchi. In a panel session hosted by Nicola Kemp, Editorial Director at Creativebrief, Will John, Creative Director at Saatchi & Saatchi, Sarah Jenkins, Managing Director at Saatchi & Saatchi and Peter Jeavons, Marketing Communications Director at BT, EE and Plusnet, three people who were integral to the execution and creation of Hope United, sat down to discuss the story behind the campaign and the lasting impact it hopes to have. 

BT’s Jeavons said that it was through looking at the experiences of real people and colleagues at BT which revealed the real gravitas of the issue of online hate. One in ten of us have received abuse online; a statistic that shows that online hate has become commonplace in society. In fact, Jeavons told the panel that in the research they conducted “one in seven people felt it was OK for people in the public eye to receive online hate”, showing that society is not only familiar with the issue, but that it’s become an accepted part of the online experience.  

Identifying the issue

Online hate has become an all too accepted part of the visual diet, says Kemp. In the initial research for the campaign, Jeavons notes that “people weren’t even necessarily aware that their actions were abuse”. While some of the hate online is blatantly homophobic, racist or sexist, other hurtful comments can pass under the radar with the perpetrator unaware of the meaning their actions hold.

Saatchi & Saatchi’s Jenkins commented on the eye-opening nature of the research and the ”horrific ripple effect” when it comes to online hate. “Hate perpetuates hate and makes it feel more acceptable,” Jenkins says. Users have become desensitised to hateful actions online so much so that she believes we hit a pinnacle heading into the Euros. Online hate is now a societal issue, as the digital self becomes ever more real. 

Hope, United

With an issue so broad, “tackling such a complex issue in a campaign takes alchemy, it starts with a shared ambition to take on the issue head-on.” says Jenkins. There is an element of stepping into the unknown, The team working on the campaign were fearless, “we didn’t have all the answers but the team were willing to explore and understand.”

To take action on the issue Saatchi & Saatchi and BT teamed up to create Hope United; a team of top footballers coming together to give people the digital skills needed to help tackle online hate. The importance of the issue was reflected in the fact that the team wasn’t short of volunteers; players were more than happy to give up time. “In a team made up of all types of people from diverse backgrounds, each and every single one has been the victim of online abuse for one reason or another,” explained John. Players were keen to get involved because it’s an issue that really has affected them or people they know.

The creative craft was able to bridge the gap between the digital and the physical world by bringing the real life impact of online hate to life viscerally online. “There was a huge amount of darkness in the script, but there needed to be; to show the impact that hate has on real people,” said Jeavons. And yet, this is because the creative brings to life the impact. “Seeing the figure of hate go round and destroy people’s lives isn’t nice to watch but it’s what is happening,” says John. The creative for the campaign was born through insight and was reflective of the real issue. Keyboard warriors hide behind their screens and don’t see the impact of their actions but online hate feels like a punch in the gut, you’re not safe in your own home. The impact is hard-hitting and what needed to be reflected in the awareness film.

Beyond awareness, there was a need to also provide people with tangible solutions. “BT has a commitment to providing people with digital skills” reminded Jeavons, and this message tied in well to the overarching campaign. With Hope United the campaign “aims to identify a tangible solution to the problem to help people change their behaviours for good.” says Jeavons. Education to build upon awareness through social listening and monitoring hate allowed responses in real-time made to combat. 

The right moment for change

We talk a lot about bravery in marketing but leaning into an uncomfortable moment whilst important can be a difficult decision to make. Jenkins explains that “the past eighteen months have seen us work closer than ever with brands and we feel comfortable to present scripts like this not only because it's the right thing to do, but because it links to the bigger business that we are all in.” An ecosystem which is making it easier for agencies to present brave work and clients to buy into it economically and emotionally.

In the midst of a fundamental shift where there’s been a huge amount of loss, the role of brands is changing. “More and more people are looking to brands like BT to step into voids where other institutions should be playing a role. It’s been an incredible thing for us to do as a brand and we’ve been able to add empowering, educational elements to the story too,”  says Jeavons. Response from the public has been “phenomenal” he continued, while success metrics for this campaign weren’t sales the impact on individuals has been evident and getting involved in helping community sees BT connect better with their consumers. 

The current world situation combined with the need for honesty and a generation that Jenkins champions for thinking “it’s unacceptable not to have a voice”, are three factors that work in conjunction to enable campaigns like Hope United. She remarks that we are in an “upward trajectory” for this kind of great work. “Whilst marketers are always thinking about the bottom line, if work can contribute to boosting the bottom line for the right reasons then it is a win-win for everyone. “

Creative solutions to societal problems

Creativity is essential to help to maintain momentum in the wider battle with online hate. “Creativity can, should and needs to be applied to wider societal problems to come up with solutions,” says Saatchi & Saatchi’s  John. As long as the cause is the right fit for the brand, creativity has the ability to shift behaviour and make real change. Technology also has a huge role to play to facilitate creativity.  The display of hatred at the Euros shows that there’s still a long way to go and ideally, other brands, institutions and tech giants need to join together to combat hate. “As an agency, the best way we can help is through creativity and so that’s what we will do,” says John, highlighting the importance of using the tools available. 

The panel stressed the need for conversations around hate on both a micro and macro level from organisations to trade bodies or even from schools. For BT, the involvement of social platforms was essential in helping create some of the learning tools that they were able to provide. And, there was evidence of individual involvement too; making a small but all-important difference. “Whilst keeping tabs on the campaign with social listening tools, we could even see some people making apology posts to people for any harm caused in the past.” said Jeavons, “The problem is huge and I’m not saying that this campaign has made it go away, but seeing this sort of action and this sort of engagement you can see that something is happening as a result.” 

Being equipped for the journey 

“The Hope United campaign is unique as it manages to combine awareness, education and infrastructure to create an entire journey of change”, says Kemp. BT was well suited to this campaign as the business had strong foundations in this area and Jeavons stresses the fact that for other marketers wanting to pursue a similar journey of change, that it’s important that there’s a role for your business within the wider issue. “If your brand doesn’t have an obvious role or a plan of action it can seem opportunistic; make sure there’s a relevance and a role for your brand and make sure you’re empowering and equipping people to make a genuine impact within the cause that you’re supporting.”

To round off, the panel shared some advice to aid industry members in this current era of creative reboot. With audiences inspired and brands willing to get involved to make positive societal change, it can be hard for creatives to know where to begin to tackle such important topics. “Collaboration is key, lean into the expertise of everybody involved; you won’t always have the right answers but to get listening to others and being willing to learn will get you in a good position,” said John. 

Jenkins stressed the need to approach things at a visceral level and the importance of being willing to commit to the cause long-term. Choosing to embed such an important cause at the heart of marketing efforts is a big decision, not something to take lightly. BT was a great brand to raise awareness around online hate through Hope United as they already worked heavily in Football and had the infrastructure in place to help educate people online. “Look at your skill set, the resources you have available,” said John. 

In leaning into an uncomfortable topic, BT and Satcchi & Saatchi were able to use their existing partnership and platform tools to make a positive impact and raise brand awareness. Online hate is an issue that will no doubt continue, but amplifying the voices of sufferers, helping identify hate and educating people with online learning tools are ways that the Hope United campaign has been able to make a solid societal impact. Purpose helps drive profit, and beyond that is the right thing to do. The onus is now on brands to look at the many different conversations they can be a part of, using their tools and ethos to help drive forward positive change for everyone.

To view the full discussion click here.