BT: The Unseen Stats

BT, a telco brand, decreased online abuse in the UK by using artificial intelligence to track online hate speech during sport in real time.

Campaign Summary

In 2021, online abuse was peaking at record levels. One bad pass and thousands flocked online to hurl death threats. That's just those in the limelight. What about the unseen side of online hate? 

Top managers find fine margins – not on training grounds – but in spreadsheets. So, if data is knowledge. And knowledge is power. BT would leverage their powerful purpose 'Connect for Good' and use language fans were fluent in – data – to wake up a sleeping nation. 

Employing the same data techniques from match analysis, we took them off the pitch, building a...

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