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Not Her Problem

Partner: EE

An awareness campaign with EE to tackle sexist abuse toward female athletes ahead of the UEFA Women’s European Championships.

440K

Video Views

Total Video Views

1M+

Impressions

Total Impressions

2022

Year Launched

Initiative Launch Date

4

Key Outcomes

Goals and KPIs Met

“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. Now, more than ever, it is imperative we come together to champion hope over hate.”

Marc AlleraCEO, BT

Overview

We teamed up with EE to launch the 'Not Her Problem' campaign to address sexist hate online. The campaign launched ahead of the UEFA Women's European Championships and featured the Hope United squad teaching a range of digital skills on how to take a stand against the problem.

The campaign featured a video content series sharing digital skills and free online resources that educated people on how to challenge and report online hate against women while giving them tips and advice on how to protect themselves against it. Topics covered included how to block abusive accounts, report online hate, mute and filter offensive content, and how to diversify social media feeds by following more female voices.

As part of the campaign, a limited edition EE Hope United shirt was made available for sale, with all proceeds going to Cybersmile. The new Hope United shirts were created with HateLab, a global hub for data and insight into hate speech and crime, providing each player with their own uniquely personalized Hope United shirt. Using behavioral data, which scrapes information from each player's social media account, the shirts showed a visual representation of how people were talking about them online, translating emotions associated with hope (such as love, empathy, or inspiration) and hate (for example, racial or gender discrimination) into a visual color and style, creating a unique design for each squad member.

Impact Summary

  • Reached 1M+ people with campaign message
  • Exceeded 400K+ campaign video views
  • Raised awareness of sexist abuse in sport
  • Achieved at least one award nomination or win

Awards & Nominations