THE HATE BOOK - Paddy Power against racism
Agency: Officer&GentlemanPaddy Power, one of the most relevant brands in English football, asked us to work with one of the biggest problems in football: racism.
That's why we proposed to give a wake-up call to the people who can really make a difference, UEFA.
That's why we proposed to give a wake-up call to the people who can really make a difference, UEFA.
The UEFA’s current performance protocol for racist behaviour in football stipulates two warnings over the loudspeaker before the suspension of the game.
Sounds simple, but... can you remember a referee ever stopping a game because of a racist insult? Not ringing a bell?
That’s because it’s never happened in any of the big European football leagues. And that’s one of the reasons why people keep shouting out racist insults at games.
If money monkey chants or phrases like “go back to the jungle” haven’t disrupted a match, then what will?
The fact is, there have been so many racist incidents in football that have gone unpunished that you could fill a book with them.
So that’s what we’re going to do.
To raise awareness about the seriousness and prevalence of racism in football, we’re going to create “Hate: The Unathorized Boothorized Insults in the Premier League”.
A book that will gather together all the racist insults that have been heard in the Premier League games at the stadium,
as well as those on social networks, since the new anti-racist law was instituted.
The coffee table book that every football fan should have and which will by published by Paddy Power in collaboration with Kick it Out.
