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.
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.
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.
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
Campaign Tech Awards
Tech for Good
Highly Commended
2022 One Show
Creative Use of Data
Shortlist
2022 Webby Awards
Advertising, Media & PR
Nominee
2022 Caples Awards
Creative Use of Data
Silver
2022 Caples Awards
Radical New Strategy
Bronze
2022 Caples Awards
Branded Content
Bronze
