In 2021, online abuse in sport peaked at record levels. BT, a sports broadcaster and connectivity provider, wanted to lead the fight against it. Along with Wunderman Thompson, they used the modern game’s most valuable asset – data – and redirected it away from pitch analysis to reveal the game’s ‘Unseen Stats.’
The proprietary Artificial Intelligence (AI) surfaced these shocking stats and quickly became our springboard to agitate, educate and get the public affiliated to our cause. The stats launched live on BT Sport, their social channels and in content and PR. The impact was a 25% decrease in online abuse over launch weekend. And long term, a re-introduction of the Online Safety Bill to parliament.