Sports

Designing the EE Hope United shirt

The Challenge

For this award-winning campaign EE sought a robust and reliable dataset that would withstand anticipated media scrutiny.

The Approach

nisien.ai deployed HERO Detect to analyse anti-Black, anti-Female and anti-LGBTQ+ sentiment, across multiple social media platforms over several months.

The Results

The shirts, each with a unique design, are a visual representation of this analysis and of how users engage with Hope United players online, with emotions associated with hope and hate represented by different shapes and colours.

nisien.ai were instrumental in providing the data for our Women’s Euros campaign.

– EE

Nisien’s tracking of hate across the tournament allowed us to confidently talk about the levels of misogynistic hate our Hope United players received during the Euros and reflecting that in reactive press, digital out of home and social which ran over the finals weekend.

– EE

Protecting Players and Officials with FAW

Nisien worked with FAW to move away from reactive reporting of online harm after matches to always-on protection of players’ wellbeing.

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