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O2 launches campaign to highlight digital divide

Saf Malik
March 3, 2021

Seven million people still unable to access a web-connected device

O2 has today unveiled a new campaign that aims to shine a spotlight on the digitally excluded who are unable to access a web-connected device. 

The operator’s latest campaign will highlight the seven million people across Britain who do not currently have access to a web-connected device. 

This will be done via a series of online and social media takeovers going live from today and running for three weeks until March 24. 

From today, online users will begin to see messages from O2 outlining that the seven million people isolated by tech poverty in this country are unable to do the same. 

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 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.

O2 chief marketing officer Nina Bibby said: “At O2 we know how vital connectivity has been to millions of people this past year, whether that’s enabling them to work effectively from home, keeping in touch with loved ones or even just helping them to unwind with some online entertainment.

“We have also seen the devastating impact digital exclusion can have on the most vulnerable people, from loneliness to lack of access to essential services and we’re determined to raise awareness of this with our new digital campaign.

“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.”

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