Multiculturism is what puts the ‘Great’ into Great Britain according to a new film promoting a book-based educational strand of BT’s ‘Hope United’ initiative fronted by Marcus Rashford and backed by publisher Pan Macmillan.
The goal of BT’s ongoing ‘Hope United’ project is to fight against racism and online hate and this episode claims that the objective must start with education which will lead to a deeper understanding and embracing the diversity of the UK and its rich tapestry of cultures.
Spearheaded by a hero ‘Hope United: Marcus Rashford’ film, helmed by Director Tom Brown, the England and Manchester United attacker champions learning about multicultural heritage and argues that it should be a core part of education. The spot, which mixes real life photos and videos from members of the public from m any different backgrounbnds with shots of Rashford championing the cause in a spot that has a documentary aesthetic, champions the power of books in learning about multiculturalism.
The video urges viewers to ‘join Hope United and discover more about Black British History’ and is linked to the hashtags #blackhistorymonth, #hopeunited and #rashford.
It also outlines the challenge of access to books for many young people and highlights Pan Macmillan as a great online resource with a rich library of informative books written by some of the biggest authors in the world as one solution.
The publisher has partnered with the player for his own ‘Marcus Rashford Book Club’ which features a selection of his personal favourites and aims to get books into the hands of the children who need them most – particularly those from underprivileged backgrounds.
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BT’s ‘Hope United’ platform aims to tackle hate crimes and discrimination through educating children with the use of digital skills. It is informed by research showing that last year 1 in 10 people were targeted with online abuse and is backed by a strong team of athlete ambassadors and footballers including former England stars Rio Ferdinand and Eni Aluko.
‘Hope United’ launched through a Saatchi & Saatchi created campaign in summer 2021 leveraging UEFA Euro 2020 and addresses racist hate and the bigotry footballers were subjected to and as a way to inform, educate and inspire support.
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