O2 is taking over the UK internet with a series of online and social media takeovers to highlight the UK’s digital divide. The campaign, running until Wednesday 24 March, will outline that 7m people in the UK are in tech poverty.

O2 will deliver ads across video-sharing platforms, news sites, social media platforms, and even dating apps, sharing the message that millions of people are unable to do the same as those users and promoting the mobile network provider’s ongoing Community Calling activity.

The Community Calling initiative was set up by O2 and charity Hubbub, with the aim of donating 10,000 unused smartphones and 12 months of free connectivity to ‘digitally excluded’ people.

“At O2 we know how vital connectivity has been to millions of people this past year, whether that’s enabling them to work effectively from home, keeping in touch with loved ones or even just helping them to unwind with some online entertainment. We have also seen the devastating impact digital exclusion can have on the most vulnerable people, from loneliness to lack of access to essential services and we’re determined to raise awareness of this with our new digital campaign,” said Nina Bibby, Chief Marketing Officer at O2.

“The Community Calling project has already had such a positive impact on so many people’s lives and our latest campaign is just the latest step that O2 has taken to help our customers at this difficult time. I would encourage everyone in possession of a spare handset that is sitting unused at home or work to get in touch and help somebody in need to get connected.”