Why Nationwide asked the marketing industry to challenge hate together
Agency VCCP Partnership, Wavemaker and Channel 4
Nationwide Building Society worked with the Incorporated Society of British Advertisers, Metropolitan Police and Stop Hate UK to campaign against trolling and online abuse in the UK.
The building society discovered that in instances where the silent majority spoke up to challenge the perpetrators of hate, the incidence of hateful online posts declined.
It partnered with Channel 4, and brands McCain and Maltesers, to launch a full ad-break takeover tackling racism, homophobia and ableism during an episode of the TV programme Gogglebox.