Working with EE and a range of public figures, we launched the GayVAR initiative to tackle the issue of online homophobia within football and raised vital funds for our work.
Fronted by former England international Joe Cole and comedian Tom Allen, GayVAR identified online homophobic hate and demonstrated its wide-ranging negative impact, while challenging claims that it is merely 'banter.'
As part of the campaign, EE Hope United monitored social media activity across three Premier League game weeks, with GayVAR content posted in response to specific moments that generated spikes in online homophobic abuse, such as bad individual player performances, bad goalkeeping, dives, and losses.
Inspired by pitch-side VAR (Video Assistant Referee), the content highlighted the nonsensical nature of homophobic abuse, encouraging fans to take a stand and call it out when they see it or experience it online. Short campaign videos highlighted the ridiculous and archaic nature of homophobic abuse and were shared across our social media channels.
GayVAR also saw members of the EE Hope United squad, including Rio Ferdinand, Lucy Bronze, and Andy Robertson, featured in a free online video content series, sharing digital skills to educate users on how to challenge and report online homophobic abuse.
A supplementary post-match analysis-style video with Declan Rice was released after key Premier League fixtures, in which the England midfielder confronted abuse directed both at him and his fellow players.
As part of the initiative, Hope United shirts were made available to purchase, with all proceeds going to us in support of our mission for a truly inclusive internet where everybody feels free to learn, play, communicate, and express themselves without fear.
