Early February saw UK telco BT team up with EA Sports and agency Saatchi and Saatchi London to launch a new strand of its Hope United anti online hate initiative led by an in-game FIFA 22 Hope United kit.
Launched on 8 February to leverage ‘Safer Internet Day’, BT teamed up with the global gaming giant to offer FIFA 22 Ultimate Team (FUT) players the chance to play in a new virtual Hope United kit – available for free via FUT Season until April – to spread the message that ‘hate has no place in any game’.
Great squad. Better cause
Challenge this Hope United inspired Featured Squad Battle side in #FUT, for a limited time.
And learn more about how you can help tackle hate here: https://t.co/oY20znaVqd pic.twitter.com/3gPzYNP9Ci
— EA SPORTS FIFA (@EASPORTSFIFA) February 7, 2022
The hero short film, which aimed to demonstrate that online abuse doesn’t only affect the players on the pitch, it also has a huge impact on the gamers controlling them, was deployed across both BT and EA digital and social channels (led by Facebook and Instagram), plus it aired on TV (BT Sport) and on Twitch.
The film juxtaposes both real life and in-game footage and opens with a wide shot of Wembley stadium at the end of a FIFA game. A player walks off the pitch in the Hope United kit looking dejected and he walks down the tunnel he discusses the abuse he’s been subjected to. The video then cuts to the real world with a close up of a player in his bedroom with torment on his face as the voiceover continues. As the film ends the player lines up alongside the rest of the Hope United team as they all stand defiantly together in the fight against online hate.
Alongside the in-game kit, BT also launched a new ‘Tech Tip’ to help gamers tackle online hate with the assistance of project ambassadors and Premier League stars Trent Alexander Arnold, Jordan Henderson, Danielle Carter and Michail Antonio who shared the brand’s latest information on how to report abuse while online gaming.
Plus, BT Sport hosts a ‘Hope United FIFA Challenge’ which sees Premier League stars Declan Rice, Michail Antonio and Trent Alexander-Arnold and four of the best FIFA esport players (Tekkz, Lisa Manley, FUTcrunch and Ebru) battle for the in-game ‘Hope Cup’ whilst opening up on their own experiences of online hate. This gaming tournament aired on BT Sport 1 and the BT Sport’s YouTube channel on 8 February at 6pm.
The partnership was backed up by plenty of social support by both brands.
We're proud to support #HopeUnited, the squad formed to fight online hate.
The #HopeUnited kit in #FIFA22 and help make the game fun and safe for everyone.
Learn more ➡ https://t.co/oY20znaVqd pic.twitter.com/9HzjQKBKey
— EA SPORTS FIFA (@EASPORTSFIFA) February 8, 2022
The campaign, which was developed by BT advertising agency partner Saatchi & Saatchi, sought to promote hope and encourage people to play with the Hope United kit within FUT.
“We are delighted to work alongside one of the industry’s leading developers, and one of the most popular game series of all time, to showcase the Hope United initiative and continue to shine a light and fight back against the online abuse people face every day,” explained BT Marketing Communications Director Pete Jeavons. “We hope this campaign will remind people that hate has no place in any game, and what they can do to combat it.”
EA SPORTS FIFA Marketing Director James Salmon said “Video games should be fun, fair, and safe for everyone, we want players to enjoy the best possible experience online. We take our responsibilities seriously, providing tools and helping players understand how to use them effectively. That’s why we’ve joined forces with BT Hope United and stand alongside them in asking our players to tackle online hate together.”
Saatchi and Saatchi Creative Director William John added: “Last year we brought the UK’s biggest tech company together with the nation’s biggest footballers to create Hope United in an effort to combat online hate. In 2022 we’re taking things even further by launching Hope United’s kit into the biggest sports video game on the planet, continuing our fight against toxicity and reaching more people than ever before in order to continue driving cultural change.”
‘Hate has no place in any game’ was created for BT Group by a team at ad agency Saatchi & Saatchi which included ECD Will John, Creative Directors Will Brookwell and Nathan Crawford, Designer Steven Tinkler, Motion Designer Devin Arden, Planner Ciaran McManus, Business Lead Charlotte Elwig, Account Director Libby Conway, TV Producer Alex Pemberton and Creative Producer Gabriela Nieto.
Media buying was handled by agency Essence with Media Planner Micheal Bensley, while the production company was Prodigious with Director Chris Fowles, Editor Robin Reeder, Producer Rebecca Shawyer, with post-production handled by Prodigious and audio by Factory.
Comment
BT’s award-winning Hope United initiative launched prior to the start of Euro 2020 and aims to raise awareness of / and eliminate online hate and is supported by player ambassadors from throughout the UK including Marcus Rashford, Gareth Bale, Andy Robertson and Lucy Bronze who work with the telco to offer Tech Tips to equip people with the digital skills needed to tackle online hate and become good digital citizens.
Leave a comment
You must be logged in to post a comment.