Hate: Not in My Shirt

Agency: GroupM, Saatchi & Saatchi & Posterscope
Client: EE

Ahead of Euro 2024, the challenge was clear: hate was pervasive in football, affecting both fans and players. YouGov research commissioned by EE revealed that three-fifths (61%) of the public have experienced hate in the past year and 6 in 10 believed more needed to be done to address societal hate.

As the lead partner of the Home Nations teams with a history in tackling hate through education, EE bravely took a stand to improve UK culture - starting with football. Recognising that football culture is a pack behaviour and finds its loudest voice on social media, EE teamed up with trusted football platforms—VERSUS, The Rest is Football, and LadBible - to bring footballers and fans together as one tribe to show shared hopes, shared fears and an ambition to win. EE didn’t just talk the talk; it became part of the action, actively integrating itself into football fan culture during Euro 2024. The result? A significant boost in brand perception as a champion against hate and a powerful call to action that resonated across the UK.