Tue, 08 Dec 2020 13:03:41 GMT
The brand has teamed up with Global on the 12 month-long 'Give Back with giffgaff' campaign across Global radio stations, Capital and Capital XTRA. The centrepiece of the year-long, always-on partnership is giffgaff’s sponsorship of Capital Drive and Capital XTRA Breakfast with Yinka and Shayna Marie. The brand campaign will also be activated across Global’s extensive portfolio on air, online and Outdoor, and will work with its national charity Global’s Make Some Noise and Global Academy next year. The campaign includes sponsorship idents, live reads, a digital hub, social videos and a bi-weekly on-air feature starring TV personality AJ Odudu.
With the partnership starting during the season of giving, giffgaff and Global will spotlight 12 projects throughout 2021 for people to contribute to, each tackling issues that technology can help to resolve: e-waste, isolation and the need for greater digital inclusion.
The issue of e-waste will be the initial focus of the campaign and will see Capital and Capital XTRA listeners invited to 'dig it out and do good' with their old phones. Using the 'Sell My Phone' function on giffgaff’s site, listeners can sell their phone to get extra cash in time for Christmas and support causes by donating some of that money.
'Give Back with giffgaff' following the brand’s anti-consumerist 'Check Your Drawers' campaign last month, which encouraged people to look for their old, unwanted phones with the ambition of creating a circular economy.
The partnership has been announced as the environmental audit committee found the UK is lagging behind other countries with tech firms in particular, failing to create a circular economy in electronic waste. giffgaff knows there are incredible numbers of old mobile phones - 55m in the UK* - simply lying around untouched, which presents a problem of mammoth scale when it comes to e-waste - phones which could still serve a purpose.
The partnership was developed alongside JUMP, Havas Media Group’s content and partnerships hub, and Havas Media.
Georgina Bramall, head of brand strategy, giffgaff, said: “Mutuality, community and sustainability were the core founding principles at giffgaff. This year more than ever before has reset people’s expectations of brands and the need to move beyond transactions and into more purposeful relationships with shared values. We often say at giffgaff, that ‘together with our members anything is possible,’ and our partnership with Global takes that one step further.
We’re making a commitment to affect genuine change for both people and the planet, mobilising our community and the Global audiences to come together and where they can to make a difference. Participation doesn’t have to translate to giving money – there are lots of ways to get involved, whether that's volunteering time or donating some of your old tech; together all these little acts will add up to something far more significant.”
Mike Gordon, chief commercial officer, Global, added: “Global is dedicated to making real, positive change in communities across the UK during these unprecedented times, and giffgaff, along with JUMP and Havas Media, have the same mission. This campaign will run across our entire platform portfolio including audio, outdoor, Global’s Make Some Noise and The Global Academy, with the aim of reaching and inspiring as many people as possible. While 2020 has been challenging for all of us, it has reignited the spotlight on community and sustainability, and this campaign will amplify that further.”