Telecom firm O2 is spotlighting the two million UK households affected by data poverty for a hard-hitting Christmas campaign film, crafted with the Good Things Foundation charity.
Developed in partnership with London-based creative agency VCCP, the work will be centred around a touching 60-second spot that showcases the brand’s ‘National Databank’ initiative, which sees it provide free data to those in need.
The scenes included in the story are all based off real-life accounts from people suffering through data poverty, which impacts their ability to get online and carry out everyday tasks, such as booking a doctor’s appointment or doing homework.
“With around two million households now experiencing data poverty, we wanted to use our platform this festive season to share the realities of not having data in an honest and relatable way, while raising awareness of the support available via the National Databank,” Virgin Media O2 marketing director, Simon Valcarcel said.
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“Through this campaign, we hope to encourage people across the country to spread the word that those in need can get free O2 mobile data from their nearest O2 store.”
Directed by Stephanie Soho through Smuggler, the film will run across TV, video-on-demand and social media, supported by further executions across out-of-home, radio and in-store.
VCCP deputy ECD, David Masterman added: “With around two million households now experiencing data poverty, we wanted to use our platform this festive season to share the realities of not having data in an honest and relatable way, while raising awareness of the support available via the National Databank.
“Through this campaign, we hope to encourage people across the country to spread the word that those in need can get free O2 mobile data from their nearest O2 store.”
