Role/
Graphic Designer
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​​CONTEXT /
As official sponsor of the Home Nations Teams, EE used the UEFA Women’s Euro 2022 to confront a growing issue: online sexist abuse directed at female footballers. Research showed that women felt unsafe online, yet the responsibility to stop misogyny lay mostly ignored by men.
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OPPORTUNITY /
The tournament placed women’s football at the center of national attention, giving EE the chance to use this cultural moment to spark a wider conversation and challenge men to take responsibility in tackling online hate.
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HOW I ADDED VALUE /
/ CREATION OF A BOLD, OWNABLE GRAPHIC SYSTEM.
/ TRANSFORMING DATA INTO EXPRESSIVE VISUAL ELEMENTS.
/ OVERSEEING THE TRANSLATION OF BTHE GRAPHIC SYSTEM INTO MOTION AND ANIMATED ASSETS.
The campaign idea, “Not Her Problem”, united male and female footballers under the Hope United banner to highlight that while women already face many challenges on and off the pitch, tackling sexist abuse should not be their responsibility.
At the center was a powerful TV film fronted by Jordan Henderson, where male players pledged to stand as allies and take the burden of online hate on themselves. The message was amplified through OOH in major UK stations, social and digital content teaching practical tools to block and report abuse, and personalized shirts created with HateLab data, sold to support Cybersmile.
The campaign reached over 35 million people, empowered millions with digital allyship skills, generated £3 million in earned media, and won multiple creative awards—proving that hope can win over hate.
