Mobile

O2 Fights Digital Poverty by Creating a Food Bank for Data

Brand's Christmas campaign promotes a national initiative to help the millions of households without internet access

O2 Fights Digital Poverty by Creating a Food Bank for Data — The National Databank was created by Virgin Media O2—the company formed this year by the merger of O2 and Virgin Media—and the Good Things Foundation.VCCP

By Brittaney Kiefer

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The Covid-19 pandemic exposed and exacerbated the problem of digital poverty—the term referring to those who live without or with minimal access to the internet and digital technology. In the U.K., 1.5 million households are not connected to the internet and 2 million households struggle to afford internet access.

U.K. telecom provider O2 is tackling this issue in its Christmas campaign this year. Beyond an ad, however, the company is rolling out a major nationwide initiative that will donate free mobile data to people in need.

The

Brittaney Kiefer

Brittaney is Adweek's European creativity editor.

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