O2 has today revealed the ‘Voice of a Nation’; a first-of-its-kind audio note which captures the emotion of hundreds of sports fans across the UK, through heart felt messages of support for England’s national Women’s Rugby team, the Red Roses.
With England’s beloved team just one game away from securing their place in sporting history, a final game against Canada at a sold-out Allianz Stadium is all that separates the world’s number one rugby team from lifting the Women’s Rugby World Cup trophy.
To help bring fans closer to the Red Roses than ever before and give the team a boost as they head into the showpiece final, O2 offered members of the public a brand-new way to show the team their support. Over the past month, people around the country have been submitting voice notes via a dedicated WhatsApp channel, which have been collated and analysed using an advanced AI technology system, developed in collaboration with The 5Gs, to create a message of support that brings together hundreds of voices into one unified, spine-tingling rallying cry for the England Women’s Rugby team.
Through this process, O2 has created a fan first message that captures the heart, emotion and combined voices of England – showcasing the individuality of people across the country while demonstrating the power of the country’s unified feeling of pride and joy in their national Women’s Rugby team.
Voice of a Nation marks a world-first in sport and technology. For the first time, fans haven’t just been heard from the stands; they’re becoming part of the pre-match team talk itself. O2 has turned raw fan emotion into a living, breathing, message of support voiced by the nation and felt by the players.
The audio has been enhanced using state-of-the-art techniques, including noise reduction, upscaling, and remapping, ensuring even compressed voice notes were elevated to studio-quality.
Support for the England Women’s Rugby team poured in from across the sporting and cultural landscape. TV personality Vicky Pattison urged her 5 million Instagram followers to get behind the team, while Marie Rimmer MP (Treasurer of the Rugby Football League APPG) and presenter and model Olivia Attwood also contributed their messages of support.
At grassroots level, clubs up and down the country took part, with men, women and children from the width and breadth of the country lending their voice – highlighting just how deeply the Red Roses are cherished as they embark on their World Cup final journey.
An O2 spokesperson said: “The Red Roses represent the very best of England: passion, resilience and unity. With Voice of a Nation, we have captured the incredible energy of people and given the players something truly unforgettable as they head into the biggest game of their Women’s Rugby World Cup journey so far.
“This has never been done before – a collection of voices from all over the UK, transformed into one powerful, rallying team talk – and we’re proud to stand shoulder-to-shoulder with the Red Roses in showing the world the depth of support they carry with them.”
Oliver Kibblewhite, founder of The 5Gs said: “This project demonstrates the incredible potential of AI and audio technology to do more than just process sound. It can capture human emotion at scale and give it new life.
“By combining cutting-edge techniques like noise reduction, voice remapping and intelligent layering with a strong creative vision, we’ve turned hundreds of individual fan contributions into one unified, powerful rallying cry. It’s the first time anything like this has ever been attempted, and we’re incredibly proud to stand alongside O2 in delivering something so meaningful for the Red Roses and their supporters.”
The Red Roses face Canada in the Women’s Rugby World Cup Final this Saturday 27th September – fans can watch live on BBC One from 3:00pm.
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