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Tackling Homophobia in Football with Hope United
EssenceMediacomX / EE
Client: EE
EE was nervous about appearing to speak on behalf of the LGBTQ+ community, so we united two unlikely media partners, talkSPORT and GAY TIMES, to ensure the message included both community advocates and delivered at fan-scale. A roundtable discussion featuring prominent voices from the football and LGBTQ+ communities was created, generating a host of impactful and authentic content. Results showed significant increases in talkSPORT listeners' understanding of homophobic hate and willingness to take action against it.