During the Euros in 2021, BT with the support of Saatchi & Saatchi launched Hope United, bringing together a diverse team of footballers to tackle the systemic problem of online hate. The campaign tapped into a significant cultural moment and was a huge success, rallying support, upskilling the nation, driving brand awareness and redefining the role of sponsorship. Join us to discuss the role brands and creativity can play in shaping and influencing culture in Britain today, and what it takes to make that happen. View More

The summer of 2021 brought us freedom, football and a shocking reality check as we witnessed incidents of racist abuse against football players during the Euros tournament.

As a sponsor of the four Home Nations football teams, BT took on the task to challenge this hate, and empower Brits to do the same.

Together, BT with the support of Saatchi & Saatchi launched Hope United, a squad assembled from the best and most influential footballers from across the UK. The idea was that Hope United would become online hate’s greatest opponent.

Sparked by a particular moment in culture, the campaign’s relevance snowballed, delivering impressive results, and, crucially, equipped more than three million Brits with the skills to fight online hate. It established a powerful brand platform for BT.

This session will dive into how BT and Saatchi & Saatchi pulled off one of 2021’s biggest campaigns with an important message that resonated with modern Britain and critically drove action. View Less