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BT: Hope United by Saatchi & Saatchi

Date: May 2021
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Recent research, commissioned by BT, found that 1 in 10 people have received online abuse in the past year. And so, to tackle online hate ahead of the UEFA European Championships, BT has created the Hope United, a diverse team of footballers who have come together from across the Home Nations.

Managed by Rio Ferdinand and Karen Carney, the team is comprised by male and female players from England, Wales, Scotland and Northern Ireland, all drawn together by their own experiences of online hate.

Hope United will drive more support for change and educate the nation on how to protect themselves and be good digital citizens.

Behind the Hope United team is a multi-million-pound marketing campaign, developed by BT’s advertising partner Saatchi & Saatchi, that will see the squad of footballers come together for the first time.

Utilising BT’s sponsorship of the four Home Nations football associations, the Hope United branding will be visible on matchday during the warm-up friendly matches ahead of the Euros, as well as across the UK through bespoke out-of-home buys, including at Trafalgar Square.

Credits

Campaign Title: Hope United

Client: BT

Advertising Agency: Saatchi & Saatchi London

CCO: Guillermo Vega

Creative Director: William John

Creative Team: Will Brookwell, Nathan Crawford

Copywriters: Katy Stanage, Alex Kosterman, Jake Wiseman

Art Directors: Fabiano Gomes, James Ginn

Designers: Nick Roberts, Steve Tinkler, Marco Balducci, Marcos Almeida, Amy Fry. Nomad Studio.

CEO: Sam Hawkey

Planners: Richard Huntingdon, Ed Hayne, Eloise Sykes

Managing Partner: Jon Tapper

Account Team: Richard Sweetman, Fergus Waddell, Liz Maunsell, Rania Kouros, Gabi Dwek, Alice Schweigert

Agency Producers: Georgie Ford, Laura Francis, Jeremy Sarman, Felicity Cruickshank, Chris Styring

Media Buying Agency: Essence

Media Planner: Michael Bensley, Shane Murphy, Tom Kislingbury, Christina Petrou

Production Company: Stink Films, Prodigious

Director: Matilda Finn, Chris Faith

Editor: Leo King

Producer: James Waters

Post-Production Company: The Mill

Audio Post-Production Company: Factory

Photographer: Shamil Tanna

Exposure: Nationwide

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