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Yes Boys
EE’s “Yes Boys” campaign launches ahead of the 2026 World Cup, using football culture as a counterforce to the negative pressures young boys face online. Anchored by a 60-second film set to Underworld’s “Born Slippy,” the work contrasts harmful digital influences with the positive role of football communities in shaping confidence, identity, and emotional openness. Built around research into masculinity and online behaviour, the campaign highlights how coaches, teams, and shared sporting environments can help challenge damaging narratives. Alongside the film, EE introduces a free online learning hub developed with safety experts, offering practical tools and guidance for coaches and parents to better support young people navigating online spaces.
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