O2 has launched its 2024 Christmas advert, highlighting the impact of data poverty on two million UK households, in collaboration with the Good Things Foundation charity.

Produced with the London-based creative agency VCCP, the campaign centres around an emotional 60-second feature that underscores the brand’s ‘National Databank’ initiative, which provides free data to those in need.

The film’s narrative draws on real-life stories of individuals affected by data poverty, which limits their ability to access the internet and complete everyday activities, such as booking medical appointments or completing schoolwork.

“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,” said Simon Valcarcel, Virgin Media O2’s marketing director.

“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.”

Meanwhile, the film will be shown on TV, video-on-demand, and social media, with additional campaign elements across out-of-home, radio, and in-store channels.

David Masterman, VCCP’s deputy ECD, commented: “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.”