EE is leading young men by example with a powerful UK-wide DOOH and social campaign following England’s exit from the World Cup at the hands of Argentina. The Saatchi & Saatchi campaign simply states, “You did us proud. Yes boys” – a true sportsperson gesture, a show of solidarity and a potent reminder that the true strength of a squad is found in standing together, win or lose.

The reactive campaign fits in with EE’s position as lead partner of the Home Nations Football Associations and is a continuation of EE’s Yes Boys campaign, a nationwide initiative launched in May ahead of the tournament that aims to protect teenage boys from negative online influences and “manosphere” content while promoting positive masculinity through football.

Yes Boys was built on research conducted by EE with Professor Ben Hine from the University of West London, that found 42% of boys aged 11-16 come across content telling them “men shouldn’t show emotions” or “boys need to toughen up” at least a few times a week. The research also highlighted the positive effect of football with 65% of parents saying the sport has had a positive impact on their son’s confidence and identity, 71% arguing a coach has equal or greater influence over their son’s sense of masculinity than the content he sees online and 69% of boys feel more comfortable discussing their emotions after seeing professional players speak openly about pressure and vulnerability.

Credits:
Client: EE
Brand & Communications Director: Kelly Engstrom
Head of Brand Advertising: Jules Wilkin
Brand Campaign Manager: Simon Reynolds
Media Manager: Laura Stone
Sponsorship Managers: Gary Bansor &Olivia Worth

Creative Agency: Saatchi & Saatchi
Chief Creative Officer, Publicis Groupe UK: Ben Mooge
Executive Creative Director: William John
Associate Creative Directors: George Coyle, Sam Simmonds, Josh Steele
Head of Integrated Production: Rachel Solomon
Associate Executive Producer: Rosie Nolan
Junior Producer: Josh Clark, Jessica Watkins Homeyard
Managing Partner: Eilidh McGregor
Business Lead: Dyfed Thomas
Account Manager: Ciara McCarthy
Head of Strategy: Will Moore
Senior Planner: Bridget Moyle

Digital Agency: Digitas
PR Agency: Pitch PR 
Media Agency: OpenConnect, WPP Media