Kick It Out launch new anti-hate campaign
October 16, 2020
Kick It Out, English football's equality and inclusion organisation, has launched a new ‘digital first’ campaign, Take A Stand, to encourage people across the football community to take an action or make a pledge to fight discrimination.
Driven largely through social media platforms, the organisation is teaming up with Facebook and The FA to give fans the confidence, tools and he means to confront discrimination.
“We know that discrimination exists in society and often manifests itself through football, and only by working together across the game to drive meaningful change through action, can we truly ensure the game is a safe and enjoyable environment for all," said Edleen John, The FA’s International, Corporate Affairs and Co-Partner for Equality, Diversity and Inclusion Director.
Facebook is supporting with initiatives focussed on action, and centred on reporting and education. It will launch a new automated Messenger service for fans when they are back in stadiums, enabling people to report abuse and discrimination directly to Kick It Out on matchdays.
The social network will also establish a new education programme targeted directly at fans. This new training module, piolting with anti-hate charity HOPE not Hate, will be delivered through clubs' community and fan engagement programmes. Initially, it will launch with the England national teams, as well as EFL clubs Derby County and Portsmouth, and will be rolled-out further in 2021.
Steve Hatch, VP, Northern Europe, Facebook, added: “By equipping fans with the right tools, empowering them with the right education, and raising the level of conversation around discrimination in football, we can create an environment in which silence is replaced by action and play our part in supporting the goals of Kick it Out.”
Additionally, Facebook will launch educational resources through a WhatsApp messaging service. Fans can sign up to be sent information on current initiatives within football, as well as ways to report abuse.
Twitter has also committed to join the campaign, supporting it with campaigns and educational initiatives to combat online hate. The network will also deliver training sessions with football clubs and police authorities.
“Our Take A Stand campaign aims to tackle discrimination, but also create a culture where everyone belongs and individuals take personal responsibility for being part of the change,” said Sanjay Bhandari, Chair, Kick It Out.
“Our ambition is to turn bystanders into activists and to crowdsource solutions by capturing pledges of individual action. We want to use those pledges that we receive from the public and organisations, to turn them into insight and make anti-discrimination strategies better informed by understanding more about what people are doing on the ground.”