LONDON, July 19,
2024 /PRNewswire/ -- EE, the lead partner of the Home
Nations Teams, has revealed an 82% decrease in online hate aimed at
the England team during this
summer's tournament in Germany.
Measured using social media analytics, the report found that there
were just over 2,000 hateful posts aimed at England this summer, compared to over 11,700
in 2020.* Hateful posts in 2024 were mostly in the form of
criticism due to player performance.
The results follow the culmination of EE's 'Hate. Not in my
shirt' campaign which called on Home Nations fans to be positive
supporters this summer and beyond, rejecting all forms of hate and
embracing the value of true fandom in order to shape and protect
future generations. As part of the campaign, EE released an emotive
video featuring Raphaella
Wright-Phillips, the daughter of former England international Shaun Wright-Phillips, that confronts children's
real thoughts and reactions to hateful
behaviour.
A clear shift towards positivity is a welcome trend given the
findings of research conducted by EE, in partnership with YouGov,
that spelled out the implications of hate, both online and offline.
The impactful research found that hate had actually been getting
worse in UK society - three fifths (61%) of GB adults have
personally experienced hate either in person or online in the last
year, with racism (45%) and sexism (38%) being the most prevalent
forms of hate witnessed - and, most worryingly, was having a
demonstrable impact on children who were shown to not only
experience hate themselves - nearly two fifths (37%) of kids
aged 6-15 have experienced at least one form of hate - but also
likely to imitate the hate they witness with 38% admitting to
mimicking the toxic behaviour of adults.
Pete Jeavons, Marketing
Communications Director at EE, commented: "It's really
pleasing to see the positivity that we've all felt this summer
shine through on social media. It's what Gareth and the team
deserve given their performance in Germany. Whilst it's brilliant to see, it's
only the start of what we are trying to achieve at EE. We want our
message of positivity to be embraced in the long-term, not just
this summer. It's all part of our ambition to build an inclusive
experience for all fans, and to create a safer, healthier society
for all".
Former England
international, Shaun
Wright-Phillips, said: "Football isn't just
about supporting our team; it's about ensuring the next generation
can grow up to be proper football fans, free from the toxic
behavior that spoils the sport we love. This is why campaigns like
this one are so important: ensuring everyone can enjoy football
and, just as importantly, making sure that children are spared
hateful and abusive behaviour."
The "Hate. Not In My Shirt" campaign is part of EE's ongoing and
longstanding commitment to combat hate through support for change
and educating the nation on how to protect themselves online, be
good digital citizens and role models for the next generation. This
has come to life over the last four years through Hope United and
the establishment of the EE LearnSmart platform to help make the
online world safer for young people.
For more information on #EEProudSupporter, and to learn
how to stand with fans and tackle hate in football and beyond,
visit ee.co.uk/learn.
To watch EE's campaign film with Shaun
Wright-Philipps and his daughter Raphaella Wright-Phillips,
visit https://youtu.be/xAyb7p1rraw
*Source: Brandwatch | Date: 1st June –
15th July'21 , & 1st June –
15th July'24 till 10.00
AM
Video - https://www.youtube.com/watch?v=xAyb7p1rraw
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