Sport was never meant to incite hate. Fans have done that all by themselves. And now it’s endemic – often violent, sometimes lethal.

TV 2 Creative and Bacon director, Martin Werner, have crafted a campaign for Danish initiative, Stop Before Crossing the Line (Stop før Stregen), TV 2 Danmark, the Danish League and Player’s Association, to tackle hate speech and discrimination in football. It presents haters not as the fierce fan warriors they believe themselves to be but as clowns. Only juggalos and professional clowns want to be regarded as clowns. For everyone else, it is a put down. The campaign shows that it makes sense to think and act with respect for others in all walks of life, even when you are riled up by football.

A 2022 survey showed that 65% of players in Denmark’s best football league and 44% of players across Danish leagues and genders have received hateful messages.

Credits: 
Agency: TV 2 Creative

Production Company: Bacon
Director: Martin Werner
Executive Producer: Samuel Cantor
Producer: Joacim Fougner
DOP: Louise McLaughlin
Production Manager: Alicia Moon Winding
Production Coordinator: Emilie With
1st AD: Stefan Danholm
Directors Assistants: Taleb Fartous & Gustav Werner
Post Producer: Louise Ryge
Editor: Frederik Marbell
Colourist: Didrik Bråthen @TMLS
VFX & Online: Ola J. Nestande
VFX Conform: Emanuel Kambo
Sound Designer: Adrian Aurelius @ Ballad
Agency Producer: Maria Louise Ottesen