EE Euros Campaign 2026
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Challenging toxic behaviour in football culture ahead of the 2024 Euros.
Idea
Real Stories, Not Scripts
We worked with real parents and voices from grassroots football, grounding the campaign in lived experience, not brand messaging.
Tackling the Hard Truths
Three films confronted the realities of racism, homophobia, and touchline behaviour, bringing uncomfortable but necessary conversations into the open.
Web-First, Built to Travel
Launched as web and YouTube-first films, the content was designed for depth and impact, with cutdowns and adaptations created for social to maximise reach and shareability.
A Clear, Public Pledge
Fans were invited to actively take a side, turning passive viewing into a visible commitment to positive support.
Extending Into Education
Alongside the campaign, we created a LearnSmart playlist with players, helping educate young audiences on the dangers of hate in football, and how to challenge it.
Proud Supporters reframed what it means to wear the shirt, shifting the narrative from passive fandom to active responsibility.
