EE Hope United - Gayvar Campaign
Targeting - Football enthusiasts and the broader sports community. By addressing the issue of online homophobic abuse in the context of football, the campaign aims to resonate with fans, players, and stakeholders within the football community.
Core Theme of the Campaign -
The campaign's interesting take lies in its use of wordplay with "GayVAR," cleverly connecting the world of football and the fight against online homophobia. By incorporating a familiar term in a new context, EE Hope United aims to capture attention and raise awareness in a unique and memorable way.
About the
Campaign -
EE Hope United's "GayVAR" campaign is a part of the broader Hope United initiative, tackling online homophobic abuse, particularly in football. Launched in 2023, the campaign introduces GayVAR as a strategic move to combat homophobic language in the football community.
Formula applied by the Campaign to elicit customer action -
The standout feature of the campaign is the creation of "GayVAR," a play on the term Video Assistant Referee (VAR), emphasizing its focus on addressing homophobic language and abuse in football. By leveraging the popular football terminology, the campaign brings attention to the urgent need to combat online homophobia
Business Title
A Look at
the Campaign
- Launched in 2023 as part of the Hope United initiative.
- "GayVAR" creatively uses football terminology to address online homophobic abuse.
- The campaign is a strategic response to combat homophobic language in football.
- Hope United, initiated in 2021, continues its efforts to tackle social issues through campaigns like "GayVAR."
- "GayVAR" aligns with broader industry efforts to promote inclusivity and combat discrimination in sports.
- Key figures, including Joe Cole and Tom Allen, have been associated with the campaign, enhancing its visibility.
- The campaign is a social initiative in collaboration with Cybersmile, emphasizing the importance of online safety and respect.
- Overall, "GayVAR" is a creative and impactful endeavor by EE Hope United to address and eradicate online homophobia within the football community.
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Brand Archetype serves as the North Star that guides the brand's Strategic Decisions, Messaging, and Visual Identity. It helps to define the brand's Personality, Voice, and Positioning in the market. For instance, a brand with the archetype of a "Hero" may exude confidence, bravery, and a sense of purpose, while a brand with the archetype of a "Lover" may evoke passion, intimacy, and sensuality. By understanding the Brand Archetype, your brand crafts a consistent brand narrative that resonates w
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Brand Vibe adds a layer of emotional depth to the brand by shaping how the brand wants its audience to feel. It goes beyond the rational aspects of the product or service and taps into the Emotions, Appeal, and Aspirations of the target audience. A brand with a vibrant and energetic vibe like "Sparkly" may appeal to a youthful, eventful, and adventurous mood of the audience, while a brand with a calming and serene vibe like "Cozy" may attract audience when craving for respite, mindfulness and se
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AN EXCLUSIVE PORTAL OF INSIGHTS OF MORE THAN 750 SUCCESSFUL COMPANIES' - BUSINESS OPERATING MODELS, BRAND STRATEGIES, REVENUE MODELS, GROWTH CAMPAIGNS THAT MAJORLY CONTRIBUTED TO THE BRAND'S POPULARITY, MARKETING PLAN & CORRESPONDING BRAND ARCHETYPE AND BRAND VIBE & METHODS OF INCORPORATING IT'S ATTRIBUTES IN THEIR PRODUCT & BRANDING
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BRAND COLOSSAL IS AN EXTENSIVE COLLECTION FEATURING OVER 600 TRANSFORMATIVE BRAND CAMPAIGNS EXECUTED BY SOME OF THE MOST RENOWNED BRANDS. THESE CAMPAIGNS HAVE NOT ONLY SIGNIFICANTLY ELEVATED THE POPULARITY AND RECOGNITION OF THE BRANDS BUT HAVE ALSO CONTRIBUTED TO THEIR INITIAL SUCCESSES.
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