National Databank and data poverty highlighted in O2 Christmas campaign

Highlighting the National Databank and data poverty

The National Databank and data poverty are highlighted as part of O2’s new Christmas campaign, launching today. 

Founded in 2021 by Good Things Foundation and Virgin Media O2, the National Databank provides free O2 mobile data, texts and calls to those in need.

The new campaign is led by an emotive film. 

Living without mobile connectivity 

Depicting real world scenarios of people in data poverty, the film shows the difficulties of life without mobile data, which has become essential to everyday life.

The scenes portrayed are inspired by real people’s stories. They include:

• A young man working in a kitchen who struggles to complete his studies due to the lack of data
• A father and daughter who are unable to stream something to watch while they’re on a coach journey
• A woman outside a laundrette struggling to stay in touch with loved ones.

Fixing the digital divide with free data

To demonstrate how O2 is supporting people in need via the National Databank, the film shows snowflakes made of SIM cards gently falling from the sky into the hands of those who had been disconnected, showing how they can get online with free O2 data.

“A shocking 8 million households reported difficulty in affording communications services earlier this year. That's why we're calling for the UK Government to co-create a solution for households in deep data poverty. We’re so proud to work with our strategic partner Virgin Media O2 on this Christmas campaign, shining a light on data poverty and tackling it through our National Databank. Together, we can help fix the digital divide for good."

 

Helen Milner OBE, Group CEO of Good Things Foundation

The campaign’s landing page is zero-rated - meaning it is exempt from any data charges and is accessible to those experiencing data poverty. 

Through the webpage, those in need can find their nearest O2 store to access free mobile data. 

The realities of data poverty

Ofcom estimates there are currently around two million households living in data poverty, where people are unable to get online and carry out everyday tasks - from booking appointments to doing homework and crucially, staying in touch with loved ones. 

"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."

 

Simon Valcarcel, Marketing Director at Virgin Media O2

This is the third time that O2 has spotlighted the National Databank at Christmas, previously the focal point in Bubl Army and Snowgran.

The campaign will run until the 31st of December.