We’ve been working with Virgin Media O2 to raise awareness of the 1.9 million UK households living in data poverty.
We’ve been encouraging those impacted to visit the National Databank – where they are provided with free O2 data, texts and calls, regardless of their mobile provider.
The National Databank was founded by Virgin Media O2 and the UK’s leading digital inclusion charity, Good Things Foundation, in 2021. A further 70 O2 stores were transformed into National Databank Hubs this Christmas, meaning O2’s entire retail footprint across the country now offers easy access to a free O2 SIM with 25GB of monthly data for 12 months.
To highlight this solution and capture the nation’s attention, we unveiled “Data Darkness” – an eye catching and thought-provoking art installation at South Bank’s Observation Point.
Standing three metres tall and more than ten metres wide, the installation was made up of 100 miniature homes either lit up or dimmed to near darkness to highlight those who will be disconnected this Christmas.
The installation landed no fewer than 300 pieces of coverage.
Actor Will Mellor opened the “Data Darkness” installation to the public, and discussed how those in need can benefit from the scheme during interviews with the Daily Mail, The Sun, Daily Mirror and Daily Star. We went on to land coverage left-right-and-centre with stand-out pieces across the nationals.
