Work / EE
EE Yes Boys
Using the internet's best voices to counter its worst. A digital wellbeing campaign for young men.
EE
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With Saatchi, EXF.STUDIO helped bring EE's Yes Boys campaign to life: films and digital initiatives supporting EE's partnership with the England football teams, countering the harmful messages young men meet online through the trusted relationship they have with their grassroots coaches.
- 5
- shoot days
- 1
- coaching programme: the M-Badge
The challenge
Young men face a constant stream of negative, often harmful messages online about what it means to be a man.
The idea
Work through the people boys already trust. EXF created the M-Badge, an educational programme modelled on grassroots coaching qualifications, plus films with positive role models and creators.
The result
A course that helps coaches spot when a young player is struggling with online influence, sexism or body image, and films that show digital platforms used as a force for good.
What AI and tech brands can take from it
Technology's problems are human problems. The fix starts with real people people already trust.
