EE Hope United - Gayvar Campaign
The campaign's interesting take lies in its use of wordplay with "GayVAR," cleverly connecting the world of football and the fight against online homophobia. By incorporating a familiar term in a new context, EE Hope United aims to capture attention and raise awareness in a unique and memorable way.
The standout feature of the campaign is the creation of "GayVAR," a play on the term Video Assistant Referee VAR, emphasizing its focus on addressing homophobic language and abuse in football. By leveraging the popular football terminology, the campaign brings attention to the urgent need to combat online homophobia
Targeting - Football enthusiasts and the broader sports community. By addressing the issue of online homophobic abuse in the context of football, the campaign aims to resonate with fans, players, and stakeholders within the football community.
TARGET AUDIENCE
About the
Campaign -
The campaign's interesting take lies in its use of wordplay with "GayVAR," cleverly connecting the world of football and the fight against online homophobia. By incorporating a familiar term in a new context, EE Hope United aims to capture attention and raise awareness in a unique and memorable way.
Core Theme of the Campaign -
- Launched in 2023 as part of the Hope United initiative.
- "GayVAR" creatively uses football terminology to address online homophobic abuse.
- The campaign is a strategic response to combat homophobic language in football.
- Hope United, initiated in 2021, continues its efforts to tackle social issues through campaigns like "GayVAR."
- "GayVAR" aligns with broader industry efforts to promote inclusivity and combat discrimination in sports.
- Key figures, including Joe Cole and Tom Allen, have been associated with the campaign, enhancing its visibility.
- The campaign is a social initiative in collaboration with Cybersmile, emphasizing the importance of online safety and respect.
- "GayVAR" is a creative and impactful endeavor by EE Hope United to address and eradicate online homophobia within the football community.