ITV takes the knee against racist abuse directed against England players in the wake of their defeat to Italy in the Euros 2020 final.
The print message of support created by Uncommon Creative Studio leads with an image of players taking the knee in a show of solidarity against racism alongside the words 'Together we will never lose. ITV stand with England'.
Pushing the powerful message across social media as well as a press ad in national newspapers tomorrow the show of support is designed to unify the nation at a time of diverging views on the best way to highlight racial inequality and discrimination.
Produced in just 24 hours the work harks back to an earlier anti-racism collaboration last year in which the broadcaster again turned to Uncommon to show its support for the dance group Diversity following a controversial Black lives Matter-themed performance.
The broadcaster felt compelled to act after Marcus Rashford, Jadon Sancho, and Bukayo Saka were subjected to 'unforgivable social media taunts that have since been condemned by the Football Association and prime minister Boris Johnson.
Public outrage has seen top-tier England sponsors BT and EE add their voice against racism, pledging to stand firm with the targeted trio. New Balance, which sponsors Saka and Sterling has also praised the stars for inspiring a nation although Nike, which recruited Sterling for a previous anti-racism campaign, has yet to weigh in.
— ITV (@ITV) July 12, 2021