‘We Connect for Good’ is BT’s guiding brand & business purpose. ‘4-3-3’ is the brand’s ambitious partnership strategy with the Home Nations Football Associations; a mission to make a meaningful difference to millions of people across the UK by supporting the areas of football that most in need.
After a year’s postponement, UEFA Euro 2020 was set to unite the nation. Yet, the online abuse football players were receiving overshadowed the excitement and was an issue that could no longer be ignored.
Staying true to its purpose & the 4-3-3 mission, BT formed Hope United – a squad of footballers brought together to educate the nation on how to tackle online hate.
A starting eleven comprised of men, women, and para players from across the four Home Nations, rallied the nation to help drive change and make Hope United their second team this summer.
With its own iconic kit, team crest, famous coaches and a fan base, Hope United was an integrated ATL, digital & sponsorship campaign which reacted to both the hope & hate online throughout the tournament. Most importantly it educated the nation and gave them the skills they needed to be good digital citizens, with in 1 in 4 people more likely to take action & report online hate.