BT: Hope United

BT Group, a telco brand, leveraged the Euro 2020 football tournament to educate people in the UK about how to tackle online abuse.

Campaign details

Agency: Digitas UK and Saatchi & SaatchiClient: BT GroupCampaign Name: Hope United

BT wanted to get back to the cultural heart of the nation, using its scale to give a platform to issues that were of most importance to the British public, and highlight how people could use technology to solve problems.

Strategy

The telecoms giant has set a 2025 target of helping 25 million people, families and businesses in the UK to be equipped with the digital skills needed to create a more equitable online world.

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