Purpose Awards 2022: Brand Led – Best Public Awareness Cause Campaign

The winner is Everyone.connected – How Vodafone is helping create a digitally inclusive society, by Carat UK and Ogilvy for Vodafone.

In the UK, over 1.5 million households (that’s six per cent of the population) don’t have access to the internet – with one in five Brits being totally unaware of the inequality issue surrounding digital exclusion.

Vodafone put tackling the digital divide at the heart of its purpose, and its Everyone.connected campaign, by pledging to connect one million people to the internet by the end of 2022.

The brand gifted SIM cards with free data calls and texts, and began working with UK charities to deliver connectivity to those who needed it most.

The campaign strategy also wanted to make the public aware of the unseen divide of digital inequality, encouraging them to donate old devices or cash in a drive to tackle this social problem.

The brand also partnered with Lions, England and Saracens rugby union player, Maro Itoje, who had recently spoken out about his commitment to ending the digital divide, to launch its Buy One, Give One initiative – meaning every Vodafone customer would donate connectivity to those in need at no extra cost.

As well as becoming sponsor to Global’s Make Some Noise Foundation – raising £2.5m for charity – the brand has provided free connectivity for 250,000 people, with its digital divide stories reporting extensive reach and high sentiment.


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