Manchester United – HATRED Initiative
Marketing Campaign of the Year Award
Manchester United’s HATRED initiative forms part of the club’s wider #allredallequal campaign. The HATRED initiative saw players from Manchester United’s First Team and Manchester United Women come together to stand against all forms of discrimination. Players were filmed reacting to real-life offensive and discriminatory social media posts and challenging them with their own words. The video itself is extremely powerful and was picked up and shared on a global scale across various media platforms. The campaign saw Manchester United taking on its responsibility as one of the world’s biggest and most recognisable brands to be an advocate of equality, diversity and inclusion; standing against all forms of discrimination and harnessing it in a way to address an important topic within the sport and wider society. The HATRED initiative received an astonishing 1.8m views, whilst reaching over 22.4m people.