Press Release | 19 Aug 2021

Vodafone and Global create supermarket aisle in London’s Leicester Square to highlight the digital divide

The installation illustrates how access to technology and connectivity is as vital in today’s world as household necessities, while also giving information on how to donate devices to the Great British Tech Appeal.

Vodafone and Global, the Media and Entertainment group, will today showcase an experiential supermarket aisle in London’s iconic Leicester Square.

The installation is part of a six-month collaboration – called everyone.connected – which aims to raise awareness of digital exclusion and inspire the nation to get involved to help those living without devices and connectivity. It is part of Vodafone’s recently announced commitment to connect one million people by the end of 2022.

Currently 1.5m UK households, or approximately 6% of the population, are living without internet access. To raise awareness of the digital divide, people visiting Leicester Square on Thursday 19 August are being invited to view Vodafone’s installation where they can learn more about the issue and the impact it has on peoples’ lives.

Visitors will see everyday essentials displayed on ‘supermarket 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, so people can 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.

an outdoor mock-up of Vodafone and Global's installation illustrating digital poverty
An outdoor mock-up of Vodafone and Global’s installation illustrating digital poverty.

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.

Outdoor advertising reflecting the Leicester Square installation 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, including the digital escalator panels at Leicester Square station.

The activation will also be supported by Global’s large-format digital outdoor advertising estate across the UK in key cities including Manchester, Leeds, Glasgow, Edinburgh and Liverpool for two weeks from 19 August.

a close-up image of Vodafone and Global's installation highlighting digital poverty
A close-up of Vodafone and Global’s installation highlighting digital poverty.

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. The campaign is currently running across Global’s full advertising portfolio which includes the UK’s best-loved commercial radio stations, its extensive nationwide outdoor estate and DAX, the digital advertising exchange platform.

Max Taylor, Consumer Director, Vodafone UK, said: “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.

“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.”

Donating devices to the Great British Tech Appeal is simple, fast and free of charge. They can be dropped off at participating Vodafone stores or you can go online to request a donation kit, which includes a flattened Freepost box and pre-paid returns envelope. To donate cash, text CONNECT to 70766 [1] to give £5 to Global’s Make Some Noise in support of digital inclusion projects.

To find out more, please search Vodafone everyone connected.

– ENDS –

Notes to editors


Nicholas Wittenberg – Executive Creative Director

Naomi Nichol & Lily James – Creatives

Tom Bellamy – Social Creative

Adam Robinson – Designer

Hannah Crowley – Strategy Director

Edward Perenyi – Social Strategy Director

Gianna Palyvou – Managing Partner

Madeline McCarthy – Senior Account Manager

Federica Pasculli – Programme Director

Production company: Hogarth


Natalie de Cruz – Client Partner

Charlotte Adley – Account Manager


Rob Honeywood – Agency Managing Partner

Athena Clements – Production Director

Funmi Adebanjo – Senior Production Executive


Lee Mabey – Growth Strategy Director

Tom Mason – Planning & Buying Director

Catherine O’Leary – Planning & Buying Director

The Great British Tech Appeal launched in May 2020. It asks the public and businesses to donate unwanted smartphones, tablets or laptops in working condition. Vodafone then adds six months’ free connectivity and redistributes them to young people and families in need via charity partners Barnardo’s and Business2Schools. Donating tech is simple, fast and free of charge.

Please note: it is the donator’s responsibility to ensure that any data stored on the device is deleted before donating it, including the removal of any SIM card or storage/’memory’ card. If personal information remains on a donated device, we will data-wipe all phones and tablets; and the schools that receive laptops (through Business2Schools) will data-wipe these devices. We are unable to return any SIM cards or storage/’memory’ cards sent to us and these will be responsibly recycled.

Any donated device that can’t be used (e.g. due to damage or software incompatibility) will be responsibly recycled.

About Global’s Make Some Noise

Global’s Make Some Noise is a national charity which improves the lives of disadvantaged people by working with small charities across the UK. Global has brought together its radio brands Heart, Capital, LBC, Classic FM, Smooth, Radio X, Capital XTRA and Gold and extensive Outdoor advertising portfolio to help raise awareness and funds to address some of the biggest issues affecting society. Global’s Make Some Noise is an appeal operated by Global Charities, a registered charity in England and Wales (1091657) and Scotland (SC041475). More information is available at

About Global

Global is one of the world’s leading Media & Entertainment groups.

Europe’s largest radio company, Global is home to respected, national market leading media brands broadcasting across the UK on DAB & FM and around the world on Global Player, including Capital, Heart, Classic FM, LBC, LBC News, Global’s Newsroom, Smooth, Radio X, Capital XTRA and Gold. Global Player allows listeners to enjoy all of Global’s radio brands, award-winning podcasts, and expertly curated playlists, in one place in app, on web and on smart speakers.

Global is also one of the leading Outdoor companies in both the UK & Europe, with over 235,000 sites reaching 95% of the UK population. Global’s extensive and diverse outdoor portfolio encompasses Transport for London’s Underground network, almost all major UK airports including Gatwick, the UK’s largest portfolio of roadside posters and premium digital screens in prime locations, as well as the UK’s largest network of buses including all major cities.

On air, on Global Player and with our outdoor platforms combined, Global reaches 51 million individuals across the UK every week, including 25 million on the radio alone.

Global created and operates DAX (Digital Ad Exchange), the market leader in digital audio advertising and a pioneering platform in programmatic outdoor advertising.

The company headquarters is in London’s iconic Leicester Square. Ashley Tabor-King OBE is Founder & Executive President, Stephen Miron is Group CEO, Lord Allen is Chairman and James Rea is Director of Broadcasting. Ashley Tabor-King created Global in 2007.


About Vodafone UK

Vodafone UK is a technology communications company that connects people, businesses and devices to help our customers benefit from digital innovation. Our services span mobile, fixed-line connections, home and office broadband, and the Internet of Things (IoT).

We have a strong track record as a tech pioneer, making the UK’s first mobile phone call, sending the first text message, and making the UK’s first live holographic call using 5G in 2018. We were the first to start carrying live 5G traffic from a site in Salford, Greater Manchester and now have 5G in locations across Germany, Ireland, Italy, Spain as well as the UK. Meanwhile, our 4G network coverage currently reaches over 99% of the UK population.

Today, Vodafone serves more than 18 million mobile and fixed-line customers in the UK. Vodafone is the largest provider of full fibre in the UK – our superfast broadband services are now available to nearly 12 million homes across the UK.

Sustainability is also at the heart of what we do: as of 1 July 2021, 100% of the grid electricity we use in the UK is certified to be from renewable sources.

For more information about Vodafone UK, please visit:

Vodafone UK Media Relations

Telephone: +44 (0) 1635 693 693


Twitter: @VodafoneUKNews


Vodafone Limited

Registered Office: Vodafone House, The Connection, Newbury, Berkshire RG14 2FN

Registered in England No: 1471587