Vodafone and Global, the media and entertainment group, are collaborating on a six-month campaign to raise awareness of digital exclusion and inspire the nation to get involved to help those living without devices and connectivity. This follows Vodafone’s recent commitment to connect one million people by the end of 2022.
The campaign, titled everyone.connected, will run 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.
The pandemic has highlighted the scale of digital exclusion, with the greatest impact felt by the most vulnerable in society. In the UK, 1.5m households, or approximately 6% of the population, are living without internet access.
The everyone.connected campaign launches today with a Heart Takeover Day exploring the impact of living without tech or connectivity in a world where it is essential to access work, education, healthcare and to keep in touch with family and friends.
This will be followed by a Special Report Week on LBC, featuring interviews between some of its best-known presenters (Nick Ferrari, James O’Brien, Shelagh Fogarty and Eddie Mair) and important and influential voices already working to tackle digital exclusion. Interviewees include Maro Itoje, Lions, England and Saracens rugby union player and Vodafone ambassador; Helen Milner OBE, Group Chief Executive of Good Things Foundation; and Michelle Lee-Izu, Corporate Director of Children Services, Barnardo’s.
Over summer and beyond, the campaign will include an outdoor advertising campaign, a special build in Leicester Square, a six-part social series led by Heart presenters, and an impact report highlighting how the campaign is helping those in need.
The everyone.connected campaign will highlight numerous ways for the nation to get involved to help tackle digital exclusion. This includes donating pre-loved phones, tablets or laptops for redistribution to young people and families who need them via Vodafone’s Great British Tech Appeal.
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.
Max Taylor, Vodafone’s Consumer Director in the UK, said: “The past year has shown us the value of fast, reliable and accessible digital communications, but many people are still living without the devices and connectivity they need.
“At Vodafone, we’ve put tackling digital exclusion at the very heart of our business with our pledge to connect one million people by the end of 2022. The everyone.connected campaign is a key part of this – and we are extremely excited to be working with Global to raise awareness of this important issue.”
Katie Bowden, Director of Commercial Audio at Global, said: “Vodafone has done some fantastic work over the last year to help digitally excluded people get online and the everyone.connected campaign aims to take this to the next level.
“Digital exclusion is still a huge issue here in the UK, so we’re delighted to leverage the scale and reach of Global’s portfolio to highlight the problem and encourage people across the country to support Vodafone’s mission.”