EE has unveiled a multi-million pound integrated PR and marketing campaign which aims to combat all forms of online and offline hate, with a TV ad launching during England vs Scotland tonight (14 June).
The rousing spot, created by Saatchi & Saatchi, is set to the tune of ‘Love Will Tear Us Apart’ by Joy Division, shows how fans can energetically support their team whilst also stamping out hate.
It will run across commercial television channels during key broadcast slots including the opening game tonight, England vs Slovenia and Spain vs Italy (all of which will show on ITV 1).
EE’s message will also be supported by a range of OOH assets and social media films that relay the “Hate. Not In My Shirt” message.
Murals will be located across the UK, including on Duke Street in Glasgow, Bold Street in Liverpool and Club Row in Shoreditch. They all feature tapestry style paintings of Home Nations players with the message “Home. Not In my Shirt” across them.
Meanwhile, a three-part content series will show social media star Harry Pinero speaking to fans on the street about what they love and hate about football.
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“Hate. Not In My Shirt” is the next phase of our long-term commitment to build an inclusive experience for all fans. Whoever you are, wherever you are watching this summer, you should be able to feel like you belong, are included and able to be yourself,” said EE CEO Marc Allera.
Further work spanning from the campaign will see integrated media partnerships with Versus, Ladbible, and The Rest Is Football – which will tap into renowned football voices including Gary Lineker, Alan Shearer and Micah Richards who will discuss the campaign and how supporters can rally behind the Home Nations throughout summer.
Further outreach will be carried out to young supporters aged 11-18 via the Proud Supporters Programme. This provides digital skills videos for fans on how to stand up to homophobia in football, how to tackle sideline aggression and stand up to racism.
EE marketing communications director Pete Jeavons added: “Through this campaign we highlight the negative impact bad fandom has, not just on the game itself, but wider communities. We want to educate and excite the nation to be the best fan they can be, and inspire everyone to be a positive and proud supporter,” he continued.”
Publicis Groupe CCO Ben Mooge added that “football has the power to unite people from all walks of life, and through this creative campaign we aim to highlight the importance of fostering a culture of respect both online and offline.”
“By championing anti-hate measures and supporting younger generations in the sport, we can create a safer, more inclusive environment for everyone,” he added.
