The Brief

During the pandemic Virgin Media O2 partnered with environmental charity Hubbub to launch ‘Community Calling’. The scheme re-homes old smartphones to vulnerable members people in need, including victims of domestic abuse and refugees. By mid 2024 as it approached its fourth anniversary, Community Calling had donated 20,000 devices to people in need. Virgin Media O2 wanted to announce the donation milestone with impact to drive awareness and further donations.

The Activity

Working with Virgin Media O2, we designed and commissioned a poll to identify the barriers preventing people donating their old devices. We crafted attention-grabbing stats, such as the fact that Brits were more likely to sit in a bath of baked beans than donate a smartphone, knowing this would help us stand out with consumer media.  

We took the story exclusively to PA Media to ensure widespread and varied coverage. Once landed we pitched more broadly to major tabloid papers to maximise reach, highlighting the misconception held by 44% of people that charities do not accept smartphones. This comprehensive approach aimed to educate the public and drive home the importance of donating unused devices. 

The Impact 

• Successfully doubled the number of device donations in the month following the campaign launch, revitalising the Community Calling initiative. 

• Secured coverage in over 340 media outlets, including prominent publications such as the Daily Mail, Daily Express, Daily Star and Evening Standard. 

• Earned a CQI score – determined by monitoring agency Commetric – of 2.25, exceeding the business’ average. It was the second most visible industry campaign in the month it launched. 

• Reinforced Virgin Media O2’s commitment to sustainability and social responsibility, positioning the company as a leader in innovative community support programmes.