UWL Professor of Applied Psychology, Ben Hine, is supporting EE’s national Yes Boys campaign launched ahead of a summer of international football to address growing concerns about the impact of harmful online messaging on boys.
Research conducted by EE in partnership with Professor Ben Hine found that 42% of boys aged 11–16 are exposed to harmful stereotypes about masculinity multiple times each week, while 71% report feeling overwhelmed by conflicting expectations online. The campaign aims to highlight the importance of positive role models and supportive environments in helping boys develop confidence, resilience and a healthy sense of identity.
Using football to promote positive role models
To bring these findings to life, EE has worked with football associations, players, coaches and psychologists to showcase the positive influence that football can have both on and off the pitch. They have also created the new Mentor Badge, developed in partnership with Internet Matters, to provide practical guidance and resources for parents, coaches and mentors supporting boys in a digital world.
The campaign has generated national media coverage, with initial activity included in broadcast, print and online media. The next stage of the campaign will focus on extending reach and encouraging greater engagement with the Mentor Badge and wider campaign resources including the dedicated campaign hub and educational resources. Through continued promotion and partnership activity, the campaign hopes to equip more parents, coaches and role models with the tools they need to support boys as they navigate online influences and develop positive, healthy identities.
Professor Ben Hine said:
“Boys today are growing up in an increasingly complex digital environment where harmful and restrictive messages about masculinity can be encountered on a daily basis. What this campaign highlights is that positive, real-world environments and trusted adults can make a profound difference. By giving parents, coaches and mentors practical tools and resources, we can help boys build confidence, express themselves more openly and develop a healthier sense of who they are.”
