Telecoms brand EE has embraced the home nations for Euro 2024 with Hate. Not in my Shirt, a move to end all forms of hate.
The big-budget campaign features players from Scotland and England to challenge the spread of hate in football by celebrating moments that make people proud to wear their team colours.
Designed to represent modern Britain the Saatchi & Saatchi campaign highlights behaviours that are not fit for the shirt in patriotic messaging set to the bittersweet rhythm of Joy Division’s ‘Love Will Tear Us Apart’.
The TV campaign is supported by out-of-home assets including a giant tapestry-style mural on Duke Street in Dennistoun to evoke the positive sensations of donning a blue jersey.
Ben Mooge, CCO, Publicis Groupe UK, said: “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.”
The sponsor has also included a manifesto to remind fans of their responsibilities and will host online citizenship lessons for 11-17-year-olds taught by England and Scotland players.