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The Hope Shirt

Award: Shortlist

Shortlist / Digital / Use of Data / 2023

One in five UK women have experienced online sexist hate, and the hate reaches its peak for women footballers around international tournaments. As the shirt sponsor of the England and Northern Ireland teams playing at the Women’s Euros 2022, EE wanted to highlight this horrendous abuse somewhere no football fan could ignore: by creating the first football shirt fuelled by social media. Each player’s unique shirt design live-tracked the hope and hate they received during the tournament, driving awareness of the online abuse that they're subjected to and encouraging others to act.