After England’s heart-breaking UEFA Euro 2020 Final penalty shootout defeat at Wembley on 11 July, several players were subject to a horrifying torrent of social media racist abuse and in response ITV released a print and social message of support for the side.
Working with agency Uncommon, the tournament’s UK official co-broadcaster turned the work around in just 24 hours with a single execution campaign posted across the channel’s own social media platforms and running in all British newspapers.
ITV’s single ad support message featured a black and white image showing England players taking the knee to highlight racial inequality (as they had immediately prior to every game during the tournament) accompanied by the copy line ‘Together we will never lose. ITV Stand with England’.
— ITV (@ITV) July 12, 2021
ITV’s media agency Essence then deployed the execution across social media and ran the image as a press ad across all national newspapers on Tuesday 13 July to show their support for the England team.
The work was developed in harness with a team at Uncommon Creative Studio which had previously worked with the broadcaster running an anti-racism ad in 2020 in support of dance group Diversity following complaints about its Black Lives Matter-themed performance on the channel’s ‘Britain’s Got Talent’ show.
That ad showed Ashley Banjo taking the knee with the copy: “We are changed by what we see. Just as we are changed when we are seen. ITV Stand with Diversity.”
— ITV (@ITV) September 19, 2020