EE
Growing up online is hard, and for boys it comes with its own set of pressures. 42% of boys aged 11 to 16 regularly see content telling them to toughen up, man up, and never show emotion. Yes Boys, our new campaign for EE, says football is one of the best tools we've got to push back.
But it's bigger than a film. The Mentor-Badge, built with Internet Matters and the Home Nations' Football Associations, hands coaches the real scripts and guidance to support boys growing up online. And our all-nations tifos, illustrated by Daryl Rainbow from real fan submissions, took the message into stadiums. Made for the fans, by the fans.
On and off the pitch. Across TV, OOH, social, online and PR.
