Why Nationwide asked the marketing industry to challenge hate together

Nationwide Building Society, a British mutual financial institution, worked with the Incorporated Society of British Advertisers, Metropolitan Police and Stop Hate UK to campaign against trolling and online abuse in the UK.

Executive Summary

Nationwide's commitment to diversity in its Voices campaign has defied category conventions and got people talking. When the talk of a vocal minority turned nasty with a torrent of misogynistic, racist and homophobic abuse, we had a choice to make: ignore it and sanitise our social media feeds or confront it and call it out.

We chose to do something.

First, with a call to action to the marketing industry, working with ISBA, the Metropolitan Police and Stop Hate UK, we developed guidance for brands wishing to do more than turn a blind eye.

Nationwide then went public,...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands