1.5 million British households have no access to the internet. Vodafone set its sights on tackling the digital divide: to raise awareness, build understanding and connect one million people by the end of 2022, driving brand consideration in the process.
Strategy
The mobile operator needed to act differently to previous campaigns. To crack the national consciousness, it put the issue at the heart of its entire business, made it tangible, and asked people to join its mission.
Alarmingly, 80% of Brits were unaware of the issue. But the disconnected miss out on opportunities many of us take for granted: from...