EE Films Call on Proud Supporters to Challenge Hate in Football

EE, the lead partner of the Home Nations Teams, has today unveiled 'Hate. Not In My Shirt', a multi-million-pound integrated PR and marketing campaign that aims to combat all forms of online and offline hate by calling on the nation to be ‘proud supporters’ ahead of the summer tournament in Germany. 

A recent YouGov survey commissioned by EE found that three fifths (61%) of the public have personally experienced hate in their daily lives over the last year, with racism (42%) to be the most prevalent form of hate. Furthermore, six in 10 (60%) think more can be done to address the issue of societal hate in the UK.

In response to these findings, EE is launching 'Hate. Not In My Shirt', a campaign that calls on the nation to stand together and challenge hate in football. The integrated campaign celebrates the moments in the sport that make people proud to wear the shirt, whilst highlighting the behaviour not fit for it.

Running throughout the tournament, the campaign will activate across a range of touchpoints including: 

• New England and Scotland focused TV adverts that show how divisive hate can be – not just during the upcoming tournament but also in stadiums, online or at a grassroots level – and the need for unity to ensure football remains a sport for all. Launching on Friday 14th June the advert, set to Joy Division’s ‘Love Will Tear Us Apart’, continues EE’s commitment to represent modern Britain. It will run across commercial television channels during key broadcast slots including Scotland vs. Germany on the opening night (ITV1), England vs. Slovenia (ITV1) and Spain vs. Italy (ITV1). 
• A series of out-of-home (OOH) assets and social media films featuring Home Nations players that relay the ‘Hate. Not In My Shirt’ message and challenge the public to consider what type of fan they are.
• An England and a Scotland manifesto that galvanises the Home Nations ahead of the tournament and reminds fans what it means to wear the shirt.
• In EE’s retail stores, shoppers will be able to join the movement by scanning a QR code to digitally sign the manifestos as a show of their support against hate this summer.
• Murals located across the UK on Duke Street in Glasgow, Bold Street in Liverpool and Club Row in Shoreditch, London, featuring Home Nations players with the message ‘Hate. Not In My Shirt’ painted in a tapestry style to celebrate the positive feelings the iconic jerseys evoke from fans.
• Bespoke online lessons for 11-to-17-year-olds on how to be a proud supporter, taught by England and Scotland players, as well as real-life stories from parents and people involved in grassroots football, sharing practical advice on different aspects of hate within the sport, hosted on the Proud Supporter Programme. The Proud Supporter Programme is an online hub that features free digital resources and skills videos designed to educate fans on a series of topics including how to tackle side line aggression, how to stand up to homophobia in football and how to stand up to racism in football.
• A three-part social content series in which social media star, Harry Pinero, speaks to fans on the street about what they love and hate about football, and what kind of fan they are.
• Three integrated media partnerships with VERSUS, LADbible and The Rest is Football to drive endorsement from the biggest and most credible voices in football, including Gary Lineker, Alan Shearer and Micah Richards who discuss the impact of ‘Hate. Not In My Shirt.’ and how supporters can rally behind the Home Nations this summer.  

Marc Allera, CEO of EE, said, “As the lead partner of the Home Nations Teams, we want every one of the millions of football supporters across the country to celebrate true fandom and feel empowered to play their part in making football a sport for all. “Hate. Not In My Shirt” is the next phase of our long-term commitment to build an inclusive experience for all fans. Whoever you are, wherever you are watching this summer, you should be able to feel like you belong, are included and able to be yourself.”

Pete Jeavons, marketing communications director, EE said, “We are committed to tackling all forms of hate and ensuring football is a sport for all. Through this campaign we highlight the negative impact bad fandom has, not just on the game itself, but wider communities. We want to educate and excite the nation to be the best fan they can be and inspire everyone to be a positive and proud supporter. That way we can create a safer, more inclusive society for all and combat all forms of hate – online and offline.”

Ben Mooge, CCO, Publicis Groupe UK, said, “Our creative partnership with EE continues with this hugely important campaign during the summer tournament in Germany. Football has the power to unite people from all walks of life, and through this creative campaign we aim to highlight the importance of fostering a culture of respect both online and offline. By championing anti-hate measures and supporting younger generations in the sport, we can create a safer, more inclusive environment for everyone. This campaign is not just about celebrating football; it's about making a lasting impact on the sport by showing people you can always be a proud supporter.”

'Hate. Not In My Shirt' was created by Saatchi & Saatchi, with digital content and activation by Digitas UK, PR run by Pitch Marketing Group, Boomerang handling social, retail assets by Publicis London, production by Prodigious, and media planning, strategy and buying by EssencemediacomX and OOH agency, Posterscope. Havas Play managed EE and the Home Nations FA partnership.

The campaign is part of EE’s ongoing and longstanding commitment to fighting hate through support for change and educating the nation on how to protect themselves online and be good digital citizens. This has come to life over the last four years through Hope United and the establishment of the EE LearnSmart platform to help make the online world safer for young people.