AFC Bournemouth
AFC Bournemouth’s Hate Hurts Everyone campaign was celebrated as the Cherries took on Brighton & Hove Albion on Sunday.
Launched in 2022, the campaign builds on the excellent work instigated by the club’s award-winning Everyone Together project, focused on tackling prejudice and promoting understanding.
The campaign tells powerful stories about the effects that abuse, discrimination and hate have on people in our community to help us highlight the change needed in our society.
Throughout the matchday, which saw Andoni Iraola’s side reach their best ever Premier League points tally (48) after a 3-0 win over the Seagulls, all customer facing staff wore Hate Hurts Everyone tees and played an active part in raising the awareness of the campaign.
In addition, first team players warmed up in dedicated t-shirts and this year’s video was played on the big screen in the build-up to kick-off and half-time.
Flagbearers from Vitality also paraded Hate Hurts Everyone flags around the stadium just before kick-off to give further exposure of the campaign.
During the past season, 25% of supporters reported that they have heard discrimination or abusive language whilst at Vitality Stadium, with racism continuing to be the club’s most reported form of discrimination.
Campaigns such as Hate Hurts Everyone will continue to work towards eradicating such behaviour in order to remove abuse, hate and discrimination from the game we all love watching.
Hannah Powis, AFC Bournemouth’s Head of EDI and Engagement, shared her thoughts with afcb.co.uk following another successful weekend: “ We are delighted to extend our Hate Hurts Everyone campaign for another season and to highlight the impact that discrimination, abuse, and hate can have on our staff, supporters and wider community.
“This season’s campaign focused on showing the impact discrimination can have on people whilst aiming to highlight how important positive feedback is and how that can be a vital factor in creating an inclusive culture at AFC Bournemouth.
“We are grateful to all supporters who have helped us spread this message and look forward to continuing the important work of the campaign in seasons to come.”
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