With seven million digitally excluded people across the country still unable to access a web-connected device, O2 has today unveiled a new campaign to bring attention to the UK’s ongoing digital divide.
VCCP's latest campaign for O2 will see a series of online and social media takeovers, going live from today and running for three weeks until Wednesday 24th March. Seven Million people across Britain do not currently have access to a web-connected device and O2 seeks to shine a spotlight on the everyday interactions that, almost a tenth of the population are unable to experience.
While watching online videos, streaming music and 'Liking' social media posts are parts of everyday life and often taken for granted by most Britons, a large portion of the population is still unable to enjoy these simple pleasures. Those unable to get online miss out on a range of support, often being prevented from reaching family and friends. But also can find it more difficult in applying for jobs or accessing much-needed home-schooling support.
Using a unique creative- inspired computer error message, an everyday frustration for many, but something that seven million digitally-excluded people do not get the chance to experience. The campaign aims to promote O2’s ongoing Community Calling activity, which has proven to be a lifeline for those who are struggling as a result of the pandemic.
With 28 million smartphones sitting unused in homes and businesses, O2, the UK’s largest mobile network, is continuing its partnership with charity Hubbub, with the aim to gift 10,000 unused smartphones to vulnerable individuals in the most deprived areas of the country.
Nina Bibby, Chief Marketing Officer of O2, said: “The Community Calling project has already had such a positive impact on so many people’s lives and our latest campaign is just the latest step that O2 has taken to help our customers at this difficult time. I would encourage everyone in possession of a spare handset that is sitting unused at home or work to get in touch and help somebody in need to get connected.”
O2 is donating a web-connected handset and 12 months of free connectivity to all Community Calling beneficiaries, which will include unlimited minutes, unlimited texts and 6GB of data per month for a full year.
Lockdown has highlighted just how reliant and privileged we are to have the internet to connect us to the people and things we love. We're incredibly proud to be part of this initiative helping to connect the nation's 7 million people who need it most Jim Capp, Creative Director, VCCP
Content & Social, Digital, Media, PR
Project for O2