BT's Hope United creates digital home for Marcus Rashford mural tribute

23 Jul 2021

By: Sport Industry Group

BT’s Hope United campaign has announced a new collaboration with community street art project Withington Walls to ‘keep the Marcus Rashford tribute messages alive’ on a newly commissioned Wall of Hope. 

The virtual wall will house all of the messages that were left on the Marcus Rashford mural in Withington in the wake of the UEFA EURO 2020 final, and will allow everyone to read the messages of support. 

Meanwhile, a physical ‘Hope Beats Hate’ mural has also been created on the walls of Kingsway Football Club, near the Rashford mural. 

Created and designed by local artists Oskar with a K and Katie Jones and commissioned by Withington Walls - which was behind the original Rashford piece - the mural has transformed the walls of Kingsway Football Club and reinforces Hope United’s stance of standing together against hate. 

Following the announcement that the messages on the Marcus Rashford mural would begin to be removed by Manchester City Council to protect them from the weather and safeguard them for future generations, the artwork includes a QR code for visitors to scan giving access to the Wall of Hope and messages of support. 

The campaign was created alongside BT by Pitch Marketing Group, Saatchi & Saatchi and Digitas.

As part of the initiative, Kingsway FC will join BT’s Connected Club scheme with the Club receiving the very best connectivity for free and delivering digital, coaching and social media workshops with the club in the future. The Hope United campaign will also support the club in renovating their clubhouse covering roof repairs, security, a new kitchen, decorating corridors and changing room facilities, improvements that the whole community can benefit from. 

“The Marcus Rashford mural has become an amazing, colourful wall of tributes and a symbol of hope to so many people,” said Marc Allera, CEO, BT’s Consumer Division.

“We felt it was important to keep the positive messages alive and create a digital platform for everyone across the country to be able to share the messages of hope. Hope United’s objective is to tackle online hate and by supporting this initiative we are aiming to amplify these amazing messages of hope and stand against hate.” 
 
Rashford added: “At one of my lowest points, the outpouring of support around this mural really lifted me and I’m truly grateful for that. It reinforced my belief in the strength of community and the endless pictures being shared of visits left me feeling really overwhelmed. 

“I wanted to capture that feeling and bank it for more people to experience and am grateful to BT for enabling me to do that. These messages are not just mine. They belong to everyone. And I hope they can bring joy to many for months to come.”

The Hope United campaign was launched by BT ahead of UEFA EURO 2020, and builds on its partnerships with the four Home Nations FAs. The campaign aims to raise awareness of and ‘stamp out’ online hate. 

Image: Decoy Media