Football is still one of the last bastions of homophobia (and we guess sport in general) a fact that some 70% of Brits agreed with in a recent survey. However, it’s looking like there is some hope out there at last.
EE Hope United was created by Saatchi and Saatchi the British multinational communications and advertising agency in which a squad of football superstars has come together to tackle the big societal challenge of homophobia. (They have had previous successful campaigns like the one when they tackled sexism in sports).
The new campaign sees the launch of GayVAR, which was inspired by pitch-side VAR (Video Assistant Referee). It can play back footballing offenses and is used to help make call decisions. GayVAR is intended to act in a similar way, encouraging fans to stop and take a stand to call out homophobic hate and abuse when they see or experience it online.
The campaign is fronted by former England international Joe Cole and comedian Tom Allen and the pair have hosted a GayVAR video content series. EE Hope United will be monitoring social media across three Premier League game weeks, with GayVAR content posted in response to specific moments that generate spikes in online homophobic abuse, such as bad individual player performances, bad goalkeeping, dives and losses.
A series of short videos will highlight the outdated, vile nature of homophobia and will be shared across EE’s social media channels rejecting claims that homophobia is ‘banter’. Members of the EE Hope United squad, including Rio Ferdinand, Lucy Bronze and Andy Robertson, also feature in a free online video content series, sharing digital skills to educate users on how to challenge and report online homophobic abuse
The campaign is the third iteration of EE’s Hope United campaigns, this time in partnership with Football v Homophobia (FvH), an international initiative that exists to challenge discrimination based on sexual orientation, gender identity and expression at all levels in football.
“Fans, players, clubs and brands are in such a strong position to put a stop to homophobic abuse, and share the fact that it’s as simple as putting your hand up and saying ‘that’s not ok’. Football should be for everyone and this is the key message everyone should share.” says Lou Englefield, Campaign Director, Football v Homophobia.
The GayVAR campaign aims to help support, equip and empower members of the public to recognize and take action against homophobia. Its a British initiative that needs all our support and encouragement so that it spreads globally as soon as possible
https://www.eehopeunited.co.uk/ https://www.footballvhomophobia.com/
PS The UK’s BBC TV has a very timely new documentary OUT ON THE PITCH
It was only last year that Zander Murray became the first senior male footballer in Scotland to publicly come out as gay. While his decision has drawn praise from all corners of the game, it comes after years of struggling with his mental health as he kept his sexuality secret.
Zander explores what is being done to tackle homophobia in football and Disclosure follows him as he discovers how the sport can be made more inclusive.
(PS You can view this program around the globe if you use a VPN)
