Sports

Inspiring the EE GayVAR campaign

The Challenge

nisien.ai partnered with EE to develop their ground-breaking GayVAR campaign, highlighting and tackling the issue of online homophobia within football.

The Approach

HERO Detect identified that although the media was focused on racism, homophobic hate speech was, in fact, more prevalent, and our experts in counternarratives advised EE on the most effective campaign response.

The Results

Inspired by pitch-side VAR and fronted by former England international Joe Cole and comedian Tom Allen, the innovative GayVAR video content series encouraged fans to take a stand and call out homophobic hate online.

Online harms can make the game feel hostile and less inclusive to players and fans. Nisien.ai helped make people aware of this impact and supported a more healthy online environment.

– EE

nisien.ai were an essential partner for our campaigns around the World Cup. Their knowledge of online harms and their award-winning AI was of huge value and gave us depth of understanding and credible insights we couldn't have otherwise achieved.

– 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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