National Databank Christmas Campaign

Best embodiment of corporate purpose 2025

Access to connectivity is essential for modern life. Four years ago, Virgin Media O2 in partnership with Good Things Foundation launched the National Databank, a sort of food bank for mobile data, which has connected 200,000 people nationwide.

In late 2024, data poverty still impacted 1.9m UK households. Virgin Media O2’s own research revealed that 26 per cent of Brits on low income struggled to afford their mobile phone bills, while 29 per cent knew of somebody who had been disconnected from their internet. Few knew of solutions to the issue.

As part of its Christmas celebrations, Virgin Media O2 aimed to connect 30,000 people facing digital poverty, comprising vulnerable households with an annual income of less than £15,000. But reaching this demographic was difficult, requiring a multi-layered approach.

An installation of 1,000 miniature houses, Data Darkness, was installed on the South Bank. Most were illuminated but others were dimmed to represent the households suffering digital poverty. This captured media attention, illuminating, as it were, an invisible crisis.

Simultaneously, Virgin Media O2 expanded its National Databank to its retail estate of more than 300 shops nationwide and engaged with more than 270 public sector stakeholders, leading to 11 local authorities actively sharing the Databank through their official channels. Actor Will Mellor also shared his personal experience of childhood poverty, resonating with audiences who may not have appreciated the impact of digital poverty.

As the Christmas TV advertising campaign launched, Virgin Media O2 launched digital inclusion training, organised by Good Things Foundation, for its employees, leading to Take Five, a volunteer initiative where they could directly support people suffering digital poverty.

The campaign exceeded all targets, generating more than 300 items of media coverage. In total, 53,882 people were connected – 80 per cent above the initial ambition, providing access to more than six million gigabytes of data. And 248 stores actively provided SIMs, representing a 167 per cent increase versus pre-campaign levels.

Internally, volunteering sign ups increased 54 per cent year-on-year, with December delivering the highest level of activity, supporting 18,636 people, three times more than the previous year.

The National Databank was also referenced by the Government, in its Digital Inclusion Action Plan, as ‘exemplary practice’. And, perhaps most importantly, 92 per cent of recipients reported feeling happier, healthier and better off as a result.

The judges said: ‘It is lovely to see how this has been built year-on-year - a real double down on their purpose and a good example of true corporate purpose.’