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

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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.

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