Vodafone - Together we can give the gift of connection
The pandemic has highlighted the scale of digital exclusion, with the greatest impact felt by the most vulnerable in society. Around 1.5m UK households, approximately 6% of the population, do not have internet access. In recognition of this, Vodafone launched its commitment to connect one million people living in digital poverty by 2022 through its everyone.connected initiative.
Focusing on the joy of giving at Christmas, the campaign by Ogilvy aimed to inspire the nation to help those living in digital poverty in the UK by donating old devices. Vodafone added six months of free connectivity to devices donated to its Great British Tech Appeal, with charity partner Barnardo’s redistributing them to disadvantaged children and families.
The fully integrated, multi-touchpoint Christmas campaign – included TV, radio, PR, and social – was supported by a partnership with ITV and aimed to tackle the issue of digital poverty whilst also highlighting the gift of giving.
