Making Science

Vodafone and Global showcase digital supermarket aisle

Gabby Fernie

Vodafone and media and entertainment group, Global are today showcasing an experiential supermarket aisle in London's Leicester Square to raise awareness of digital exclusion and inspire the nation to get involved to help those living without devices and connectivity.

The installation takes the form of a digital lightbox with everyday essentials displayed on the shelves, as a way of demonstrating that access to technology and connectivity is as vital in today’s world as household necessities. 

QR codes will also be displayed for people to find out more about how they can donate their unwanted phones, tablets, or laptops to Vodafone’s Great British Tech Appeal for redistribution to young people and families who need them via charity partner Barnardo’s.

People who don’t have devices to give away can support the campaign by making a cash donation to Global’s Make Some Noise which supports small charities across the country, including projects providing access to technology and digital skills training.

OOH advertising for the campaign will appear across high-impact sites such as The Eye at Holborn and The Euston Underpass in central London, as well as on the London Underground. 

Vodafone’s supermarket aisle activation is part of the everyone.connected campaign which was launched in July 2021 in support of Vodafone’s pledge to connect one million people by the end of 2022. 

“We’ve been working hard over the last year to help people without devices and connectivity get online. But digital exclusion remains a huge issue and we’re determined to do more," said Consumer Director at Vodafone UK, Max Taylor. "This activation is about inspiring people to support our mission to connect one million people by the end of 2022. We’re delighted to leverage the scale and reach of Global’s portfolio to help highlight the problem and encourage people across the country to get involved and get us one step closer to ending the digital divide.”