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Hope United

Award: Shortlist

Shortlist / Impact / Collaboration / 2022

Player boycotts, team blackouts, fan protests. In 2020, the conversation around social media abuse in football was at fever pitch ahead of the UEFA Euro 2020 tournament. As a partner of the Home Nations, BT wanted to take a stand. The objective was simple: reduce and drown out online hate with a groundswell of national positivity. To do so, BT founded online hate’s greatest opponent, Hope United: a squad assembled from the most influential footballers across the UK who would inspire and educate the nation to play their part.