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Hope United Shirt Launch

Partner: BT

A creative fundraising campaign alongside BT and a cast of leading sportspeople to remind everybody that hope will always beat hate.

100M+

Audience

Total Audience

10K+

Engagements

Total Engagement

4K+

Shares

Social Shares

2021

Year Launched

Initiative Launch Date

“It has been fantastic to see the positive response we have had to our campaign against social media abuse, with many people contacting us to ask where they can get a Hope United shirt.”

Pete JeavonsMarketing Communications Director, BT

Overview

Alongside BT, we launched the Hope United campaign by announcing that, following huge demand from the public on social media, limited edition Hope United shirts were available to buy to continue the fight against social media abuse and raise money for our education and support services.

Ahead of the UEFA European Championships, Hope United was formed, a squad of athletes from across the four home nations who came together to unite the nation in tackling online hate. Comprised of male and female players from England, Wales, Scotland, and Northern Ireland, drawn together by their own experiences of online hate, Hope United aimed to drive more support for change and educate the nation on how to protect themselves and be good digital citizens.

Football stars including Marcus Rashford, Gareth Bale, Lucy Bronze, Andy Robertson, Jordan Henderson, Ethan Ampadu, Rebecca Sellar, and Demi Stokes are among those to have featured in the squad of 20 players managed by Rio Ferdinand and Karen Carney.

Impact Summary

  • Exceeded campaign goal of 1M+ reach
  • Raised crucial funds for Cybersmile
  • Contributed to social and cultural change in sports communities
  • Achieved mainstream media coverage of the campaign
  • Utilized celebrities for maximum social and cultural impact

Awards & Nominations