TikTok has launched a new multi-channel advertising campaign to raise awareness of its online safety features during the 2024 Guinness Six Nations Championships.

Created with Dark Horses, the campaign calls on the TikTok community to help create a safe space for rugby fandom on the platform by reporting any inappropriate content to TikTok's 40,000-strong safety team.

It forms part of TikTok's broader #SwipeOutHate campaign which aims to protect rugby fans on TikTok from anyone who seeks to spread hate and division, and educate the community about TikTok's range of reporting tools to prevent harmful behaviour.

The #SwipeOutHate ad campaign will appear on out-of-home (OOH) billboards located close to stadiums where Guinness Six Nations matches are being played, including on transport routes to the Principality Stadium in Cardiff, Murrayfield in Edinburgh and Twickenham in Greater London, with a further placement at the impressive Motion digital screen at Waterloo Station.

In addition to OOH, the campaign runs across on-demand streaming services, on social media and in print media. There will be additional promotion of #SwipeOutHate within the TikTok app, with TikTok creators sharing educational content which highlights the platform's safety tools.

It will be live until 22nd April, covering both the Men's and Women's Championships, and ensuring TikTok's safety message is seeded across both tournaments.

Aoife Moran, Sports Marketing Lead EUI at TikTok, said: "As rugby fans come together to enjoy Guinness Six Nations action on the pitch, we're committed to ensuring TikTok is a positive platform for rugby fandom online. With our #SwipeOutHate campaign, we're shining a light on the measures we've put in place to educate and protect our community during the Championships and beyond."

It comes after TikTok was announced as Official Fans of both the Guinness Men's and Women's Six Nations last month. The new partnership gives the TikTok community access to content from rugby's greatest Championships via its official #SixNationsRugby Search Hub, capturing everything from match highlights and training clips, to fan reactions and creator videos.

To read more about TikTok's approach to combatting hate on its platform, visit here.