EE is united behind hope
Ahead of the UEFA Women's European Championships EE has launched this fast-paced, action-packed continuation of its Hope United campaign in a bid to combat online sexist hate.
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Credits
powered by
- Agency Saatchi & Saatchi/London
- Production Company Academy
- Director Sasha Rainbow
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Credits
powered by
- Agency Saatchi & Saatchi/London
- Production Company Academy
- Director Sasha Rainbow
- Editor Final Cut/London
- Post Production Time Based Arts
- Chief Creative Officer Guillermo Vega
- Chief Creative Officer Franki Goodwin
- Creative Will Brookwell
- Creative Nathan Crawford
- Copywriter Sarah Heavens
- Creative Olly Fernandez
- Creative Martin Headon
- Art Director Nathan Crawford
- Producer Gabriela Nieto
- Producer Jack Robinson
- Producer Jacob Swan Hyam
- Colorist Jax Harney
- Sound Designer Mark Hills
- Talent Lucy Bronze
- Talent Jordan Henderson
- Talent Ellen White
Credits
powered by
- Agency Saatchi & Saatchi/London
- Production Company Academy
- Director Sasha Rainbow
- Editor Final Cut/London
- Post Production Time Based Arts
- Chief Creative Officer Guillermo Vega
- Chief Creative Officer Franki Goodwin
- Creative Will Brookwell
- Creative Nathan Crawford
- Copywriter Sarah Heavens
- Creative Olly Fernandez
- Creative Martin Headon
- Art Director Nathan Crawford
- Producer Gabriela Nieto
- Producer Jack Robinson
- Producer Jacob Swan Hyam
- Colorist Jax Harney
- Sound Designer Mark Hills
- Talent Lucy Bronze
- Talent Jordan Henderson
- Talent Ellen White
Telecommunications company EE has launched its 2022 Hope United campaign that sees a team of footballers committed to combatting online sexist hate ahead of this summer’s UEFA Women's European Championships.
Entitled Not Her Problem, the campaign was created by Saatchi & Saatchi London and marks a continuation of the Hope United initiative which was launched last year, ahead of last year’s UEFA European Championships, to tackle all forms of 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. Comprised 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.
The 90-second TV spot, directed by Academy's Sasha Rainbow, features members of the Hope United all-star squad as it looks to inspire men into becoming allies for women this summer and beyond, showing that social media abuse is not something women should face alone.
In addition to the TV advert, the EE Hope United squad will also feature in a video content series sharing digital skills; free online resources that will educate on how to challenge and report online hate against women. The topics covered will include 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.
“Hope United was born during the men’s Euros in 2021 and, this year, we’re bringing our fight against online hate to the women’s Euros because we, like many, believe not enough is being done to tackle sexist hate," said Franki Goodwin, CCO, Saatchi & Saatchi. "So, while we cheer on our Lionesses this summer, we’re also using the opportunity to inspire men to take more of the burden and help tackle the issue of online and offline sexism, helping our partners at EE continue to make life online safer and happier for people in the UK.”
