16 JUL 2021
5 MIN READ
I’m sure we have all seen the outrage on social media calling out people who have thought it appropriate to send racist comments to some players of the England football team. These are not isolated incidents but rather alarmingly common occurrences that follow the players around after matches and through their day to day lives.
Not all reactions have been negative, with brands as well as individuals supporting the players with some strong messages and strong campaigns. Even the UK Prime minister Boris Johnson announced that there will be a football ban for online racists, ‘If you are guilty of racist abuse online of footballers, then you will not be going to the match – no ifs, no buts’.
Even before England had gotten to the finals of the Euros, the Guardian had investigated the sheer scale of abuse being hurled at the team via Twitter. Across three group games alone there were 2,114 abusive tweets – 102 of these were explicitly racist towards black players with many more containing antisemitic and other abuse. That was just the tip of the iceberg with the Guardian only looking at data from 5 hours either side of the games themselves. Twitter had encouraged brands to use key moments during matches to up their presence the platform, however, as a platform that allows people to broadcast their thoughts as they have them, it doesn’t always have content that you would want your logo adjacent to.
Kings Among Us
Digital out of home has the power to not only move people with big bold messaging, but also to be reactive. Sportbible were quick to launch a large format digital billboard to show their support for the Marcus Rashford, Bukayo Saka, and Jadon Sancho. The image shows the three footballers crowned as the kings they are, with the copy “never apologise for who you are” – a nod to Rashford’s social media statement in response to the racial abuse they have received.
Together we will never lose
The Masked Singer meets First Dates; Netflix have a new dating show launching this month. Judging by the trailer, we are in for some seriously bizarre entertainment. In a refreshingly different format to the likes of Love Island, this show hopes to say goodbye to superficial dating altogether: “real-life singles sport elaborate makeup and prosthetics to put true blind-date chemistry to the test.” Consider me hooked already.
Following the racial abuse that some of the England players received on social media after the Euro finals, ITV have put out a campaign to show that they 'Stand with England' against racism. ✊ Powerful stuff by @ITV & @Uncommon_LDN. #standwithengland #euro2020 #digitalmarketing pic.twitter.com/xoUNHmfm3F— NarceMedia (@NarceMedia) July 14, 2021