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June 2nd 2026

EE’s World Cup campaign tackles toxic masculinity

The campaign shows how sport can build community and protect boys from harmful influences online.

Georgie Moreton

Deputy Editor, BITE Creativebrief

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EE’s World Cup campaign tackles toxic masculinity

Georgie Moreton

Related Tags

Agencies Featured

Publicis London

Saatchi & Saatchi

Users who viewed this article also looked at:

Changing the game for young men

Boots teams with England defender Dan Burn on sun safety campaign

Is the men’s World Cup losing its marketing muscle?

Why women’s football is winning the World Cup of brand behaviour

The 2026 World Cup will not be won by rights alone

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