Case Study: LaLiga reduces online hate with WPP’s Mindshare and Hogarth MOOD tool

LALIGA cuts hate speech from 38% to 18% with WPP

LaLiga, Spain's top football league, faced a significant challenge with rampant online hate speech and racism directed at players and clubs on social media, which made up 38% of all match-related conversations. To combat this, they partnered with WPP agencies Mindshare and Hogarth to develop a solution.

WPP's team created MOOD (Monitor for the Observation of Hate in Sport), a world-first AI tool that used linguistic rules and sentiment algorithms to detect and analyze hate speech in real-time. The solution generated a weekly "MOOD Score" to quantify the problem, which LaLiga then shared with its massive social media following. The campaign was highly successful, achieving a 47% reduction in hate speech and a 90% decrease in racist language. It also garnered over 5 million impressions and was featured in more than 200 media outlets, leading the Spanish government to adopt the tool for broader societal use.

LaLiga