BT "Hope United" by Saatchi & Saatchi

BT is rolling out a multimillion-pound campaign fronted by a team of 20 female and male footballers, who will speak about and help combat online hate in the lead-up to the Uefa European Championships next month.

Players onboard include Marcus Rashford, Gareth Bale, Lucy Bronze, Andy Robertson, Jordan Henderson, Ethan Ampadu, Rebecca Sellar and Demi Stokes. The 20-strong squad will be managed by Rio Ferdinand and Karen Carney.

A 90-second film featuring all the squad members will premiere on BT Sport during the Uefa Europa League Final on Wednesday 26 May. It depicts the huge, negative impact of online hate. The film was directed by Matilda Finn of Stink Films. The player-participants talk about their experiences of being on the receiving end of online abuse, appearing in BT "Tech tips" content – a free resource to educate people how to avoid and deal with online hate. Advice spans recognising hate crime, how to behave online, supporting kids online and being a "good team player" on the internet.

The campaign was written by Will Brookwell, Nathan Crawford, Katy Stanage, Alex Kosterman and Jake Wiseman; art directed by Fabiano Gomes and James Ginn, and directed by Matilda Finn and Chris Faith through Stink Films and Prodigious.

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