Challenge

In 2021, Society, and sport, had reached a tipping point in the battle against inequality. ​

BT’s brand mission is to Connect for Good. So, they wanted to use their platform – as a sports broadcaster and connectivity provider – to lead the fight against online abuse.

Inspiration

Sport is data. Today’s game is dominated by stats, facts and figures. So, we’d use data to wake up a nation to the online abuse epidemic. Shining a light on the facts that no one was discussing. But those that mattered most.

Idea

By combining proprietary Artificial Intelligence (AI), quantitative and qualitative research we would unearth The Unseen Stats. Facts that would quantify the true scale of the online abuse problem in the UK. Then we’d use them to start a national conversation. Agitating, educating and then affiliating the public to our cause.

Growth

500 Pieces of online abuse actively reported or removed on BT social channels​

25% Reduction in online abuse tracked on Twitter over the first weekend the campaign​

£800,000 earned media generated including 485 pieces of press coverage and 5m print circulation​

300242615 005 BT Unseen Stats Cannes V1 40

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Récompenses

Campaign Tech Awards

Campaign Tech Awards

Tech for Good


Highly Commended

2022 One Show

2022 One Show

Creative Use of Data


Shortlist

2022 Webby Awards

2022 Webby Awards

Advertising, Media & PR


Nominee

2022 Caples Awards

2022 Caples Awards

Creative Use of Data


Silver

2022 Caples Awards

2022 Caples Awards

Radical New Strategy


Bronze

2022 Caples Awards

2022 Caples Awards

Branded Content


Bronze