#TogetherAgainstHate was born when Sara Bennison became increasingly concerned about the level of online abuse directed at the real people featured within Nationwide Building Society’s advertising. Whilst industry advice focussed on moderation, Nationwide felt they were becoming complicit in a world where hatred and bigotry was allowed. Partnering with C4, McCain and Maltesers, online abuse was propelled into public homes in a shocking adbreak takeover in ‘Gogglebox’. The takeover was supported with amplification across Global Radio, influencers and DOOH. The project epitomised collaboration and was a huge success, bringing online hate to the forefront of cultural conversation.
