Social media app TikTok is raising awareness of its online safety features with a new omnichannel campaign running during coverage of the 2024 Guinness Six Nations.
Developed in partnership with creative agency Dark Horses, the ad calls on TikTok users to help create a safe space for rugby fandom on the platform by signposting any harmful content to the network’s 40,000-strong safety team.
The work forms part of TikTok’s ongoing #SwipeOutHate campaign and will appear across out-of-home billboards near Six Nations stadiums and associated transport hubs.
Subscribe to Marketing Beat for FREE
Sign up here to get the latest marketing news sent straight to your inbox each morning
“As rugby fans come together to enjoy Guinness Six Nations action on the pitch, we’re committed to ensuring TikTok is a positive platform for rugby fandom online,” TikTok sports marketing lead EUI Aoife Moran said.
“With our #SwipeOutHate campaign, we’re shining a light on the measures we’ve put in place to educate and protect our community during the Championships and beyond.”
The campaign will also run across on-demand streaming services, social media and print, supported by influencer activity which will aim to educate users on how to use the features.
