EE has unveiled the latest instalment in its Hope United campaign, ‘Not Her Problem’, which is aimed at tackling online misogyny and discrimination ahead of the 2022 UEFA Women’s European Championship.
The telecom giant has recruited a team of top professional stars from both men’s and women’s football to help promote the campaign, including Gareth Southgate, Ellen White, Lucy Bronze, Marissa Callaghan, Rebecca Sellar, Demi Stokes, Andy Robertson, Dan James, Declan Rice, Trent Alexander-Arnold and Jordan Henderson.
Appearing across a range of exclusive digital content, the athletes will give audiences pointers on how to more effectively combat online sexism.
The campaign was set in motion after a YouGov survey commissioned by EE found that 53% of respondents did not believe that the internet was a safe space for women, with a further 62% believing that not enough was being done tackle misogyny across the board.
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Created by London agency Saatchi & Saatchi, the campaign will aim to highlight how men can play a big part in fighting online misogyny by openly challenging the behaviour when they come across it.
“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,” EE chief executive, Marc Allera said.
“Now, more than ever, it is imperative we come together to champion hope over hate, placing the onus on men to own the problem: this is why EE Hope United will continue to help shape a safer online world, giving others the confidence and knowhow to help call out and put a stop to online sexist hate.”
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