How BT's Euro Championship Campaign Tried to Combat Online Harassment With Hope

England soccer players joined the telecom giant to combat racism and hate across social media

Ahead of the Uefa Euro 2020, U.K. telecoms giant BT took the step of commissioning its advertising agency Saatchi & Saatchi to produce a campaign that would highlight its sponsorship of the home nations soccer teams: England, Scotland and Wales. It would also tackle the collective distress that the modern athlete now endures, particularly around online abuse and racism.