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As online hate has become a growing concern in soccer, multiple brands are stepping up to address the problem.
British financial institution Nationwide Building Society is the latest to do so, with a new campaign spotlighting the online harassment received by female players.
The campaign marks Nationwide’s three-year partnership with The Football Association’s Football Respect program, which supports players under age 18, families and coaches from grassroots teams to ensure every game is respectful. Nationwide asked girls from grassroots soccer clubs and schools to write letters addressed to adults and fans about how to tackle hate.
The company is also running a TV and Twitter ad, created by agency VCCP London, which follows a young female soccer player named Aysia.
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