EE has launched a multi-million-pound campaign highlighting all forms of online and offline hate.

The campaign, which debuted during Friday’s [14 June 2024] England vs. Scotland match, showcases how fans can passionately support their team while standing against hate.

Created by creative agency Saatchi & Saatchi, the campaign will also run across social media and OOH advertising, with the slogan “Hate. Not In My Shirt”.

Subscribe to Mobile Marketing Magazine

Click here to get the latest marketing news free in your inbox every Thursday

Meanwhile, murals will be displayed across the UK, including Glasgow’s Duke Street, Bold Street in Liverpool and Club Row in Shoreditch, respectively.

These murals will feature tapestry-style paintings of Home Nations players and the message “Home. Not In My Shirt.”

Additionally, a three-part content series will feature influencer Harry Pinero interviewing fans about their loves and hates of football.

EE CEO, Marc Allera said: “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.”

The campaign will also extend through media partnerships with Versus, Ladbible, and The Rest Is Football, featuring voices such as Gary Lineker, Alan Shearer and Micah Richards discussing the campaign and supporting the Home Nations.

It will also target young supporters aged 11-18 via the Proud Supporters Programme, offering digital skills videos on standing up to homophobia, tackling sideline aggression and combating racism in football.

EE Marketing Communications Director, Pete Jeavons continued: “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.”

Publicis Groupe CCO Ben Mooge concluded: “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 sports, we can create a safer, more inclusive environment for everyone.”