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Top 3 Campaign in Health & Wellbeing · June 2026
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Top 3 Campaign
Health & Wellbeing · June 2026

Yes Boys Mentor Badge

PR Campaign
Friday 29th May, 2026

EE launched the 'Yes Boys' campaign and a Mentor Badge initiative, commissioning research about boys seeing 'man up' content online and promoting football coaches as mentors to support boys' mental health ahead of the World Cup—earning coverage via research, celeb endorsement (Theo Walcott) and a practical behaviour-led idea for parents and coaches.

Why it worked: It tied fresh, proprietary stats to a World Cup-timed counter-narrative—coaches as mental-health mentors—validated by Theo Walcott and a practical badge program.

The lesson: Consider fielding new data that flips a cliché, tie it to a looming tentpole, and offer a simple, adoptable tool or badge.

EE
3 Sources:

Coverage over time

How this story spread across the media

Publication Headline Date
telecompaper.com EE launches campaign to help boys navigate harmful online content - Telecompaper Friday 29th May, 2026
europawire.eu EE Uses Home Nations Football Partnership to Promote Positive Masculinity and Digital Safety for Young Boys | EuropaWire Friday 29th May, 2026
mirror.co.uk ‘I’m a football coach to young boys - toxic 'man up' culture is killing their confidence' Wednesday 10th June, 2026

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