This Christmas, telecom giant O2 is raising awareness of a pressing but often overlooked issue affecting the lives of millions: data poverty. In collaboration with the digital inclusion charity Good Things Foundation, O2’s campaign highlights the difficulties faced by around two million households in the UK who are unable to afford essential mobile data. The campaign seeks to shed light on the National Databank initiative, which provides free O2 mobile data, texts, and calls to those in need.
Launched in partnership with creative agency VCCP, the campaign revolves around an emotive 60-second film directed by award-winning director Stefanie Soho. The film’s scenes are inspired by real-life stories and reveal the struggles faced by those without access to mobile data. Among the scenarios are a young kitchen worker who finds it difficult to continue his studies, a father and daughter unable to stream a movie on a coach journey, and a woman outside a laundrette trying to connect with loved ones. These vignettes powerfully illustrate how data poverty creates barriers to everyday activities, from booking appointments to staying in touch with family.
The film symbolically portrays the support available through the National Databank by showing SIM card-shaped snowflakes falling from the sky, a metaphor for how O2’s free data can reconnect those who have been cut off. “Data is an essential utility,” said David Masterman, Deputy Executive Creative Director at VCCP. “It’s necessary to book doctor’s appointments, for kids to do homework. We wanted to bring this to life by telling these stories and pointing people in the right direction to get support from O2.”
To ensure the campaign reaches those most in need, O2 has also created a zero-rated webpage, exempt from data charges, where individuals can find their nearest O2 store to access free mobile data. This accessible digital resource was designed by VCCP’s digital experience agency, Bernadette, with the clear purpose of providing help directly to those affected.
“Data poverty is a stark reality for around two million households in the UK, and many of us take the access we have for granted,” said Simon Valcarcel, Marketing Director at Virgin Media O2. “This festive season, we’re using our platform to share the experiences of people living without data in an honest and relatable way, while highlighting the support offered through the National Databank.”
The campaign will be broadcast across multiple platforms, including TV, cinema, social media, and out-of-home advertising, and will run until December 31. This marks the third time the National Databank has been the focal point of O2’s Christmas campaign, continuing the mission to provide vital connectivity and raise awareness.
Virgin Media O2’s Christmas campaign is not only about storytelling but also about taking action, ensuring that those in need are aware of the resources available to them. As the festive season approaches, O2’s message resonates deeply: the gift of connectivity is more than just a service; it’s a lifeline.
