Vodafone, Global create supermarket aisle in London’s Leicester Square

The installation illustrates how access to technology and connectivity is as vital in today’s world as household necessities, while also giving information on how to donate devices to the Great British Tech Appeal.

Vodafone and Global, the Media and Entertainment group, will today showcase an experiential supermarket aisle in London’s iconic Leicester Square.

The installation is part of a six-month collaboration – called everyone.connected – which aims to raise awareness of digital exclusion and inspire the nation to get involved to help those living without devices and connectivity. It is part of Vodafone’s recently announced commitment to connect one million people by the end of 2022.

Currently 1.5m UK households, or approximately 6% of the population, are living without internet access. To raise awareness of the digital divide, people visiting Leicester Square on Thursday 19 August are being invited to view Vodafone’s installation where they can learn more about the issue and the impact it has on peoples’ lives.

Visitors will see everyday essentials displayed on ‘supermarket shelves’ as a way of demonstrating that access to technology and connectivity is as vital in today’s world as household necessities.

QR codes will also be displayed, so people can find out more about how they can donate their unwanted phones, tablets or laptops to Vodafone’s Great British Tech Appeal for redistribution to young people and families who need them via charity partner Barnardo’s.

People who don’t have devices to give away can support the campaign by making a cash donation to Global’s Make Some Noise which supports small charities across the country, including projects providing access to technology and digital skills training.

Outdoor advertising reflecting the Leicester Square installation will appear across high-impact sites such as The Eye at Holborn and The Euston Underpass in central London, as well as on the London Underground, including the digital escalator panels at Leicester Square station.

The activation will also be supported by Global’s large-format digital outdoor advertising estate across the UK in key cities including Manchester, Leeds, Glasgow, Edinburgh and Liverpool for two weeks from 19 August.

Vodafone’s ‘supermarket aisle’ activation is part of the everyone.connected campaign which was launched in July 2021 in support of Vodafone’s pledge to connect one million people by the end of 2022. The campaign is currently running across Global’s full advertising portfolio which includes the UK’s best-loved commercial radio stations, its extensive nationwide outdoor estate and DAX, the digital advertising exchange platform.

Max Taylor, Consumer Director, Vodafone UK, said: “We’ve been working hard over the last year to help people without devices and connectivity get online. But digital exclusion remains a huge issue and we’re determined to do more.

“This activation is about inspiring people to support our mission to connect one million people by the end of 2022. We’re delighted to leverage the scale and reach of Global’s portfolio to help highlight the problem and encourage people across the country to get involved and get us one step closer to ending the digital divide.”

Donating devices to the Great British Tech Appeal is simple, fast and free of charge. They can be dropped off at participating Vodafone stores or you can go online to request a donation kit, which includes a flattened Freepost box and pre-paid returns envelope.