Press Release | 21 Oct 2015


Vodafone UK is proud to announce that it is to support the upcoming National Theatre production,, as headline sponsor.


  • Vodafone UK secures headline sponsorship for land, a new musical inspired by Alice in Wonderland, brought up to date for the digital age
  • The sponsorship will see Vodafone customers and the public invited to escape into their own wonder.lands,  amplifying the production beyond the stage through mobile technology and innovation
  •, created by Damon Albarn, Moira Buffini and Rufus Norris, with music by Damon Albarn and book and lyrics by Moira Buffini, is directed by Rufus Norris. The musical is likely to be the must see family production this winter


Vodafone UK is proud to announce that it is to support the upcoming National Theatre production,, as headline sponsor. The musical, which combines live theatre, digital technology, stunning sets & costumes, innovative video projection and a score by Blur’s Damon Albarn, is a coming-of-age adventure that explores the blurred boundaries between our online and offline lives.

The musical’s main protagonist, Aly, is struggling with all the pressures of being a teenager: family, school, friends and her own insecurities. Then she discovers – a mysterious online world where, perhaps, she can create a whole new life. The web becomes her looking-glass – but will Aly see who she really is?

Through the partnership, Vodafone will work with the National Theatre to amplify the theatrical experience, building on some of the key themes and making them bigger than ever.  The general public will be able to get involved with the performance using mobile technology and innovation bringing the musical to life beyond the stage and creating their own

Rufus Norris, Director of the National Theatre said: “We’re thrilled to welcome Vodafone as sponsor for This exciting and unique partnership will give our audiences a chance to experience the magical world of wonderland for themselves. There’s also a strong connection between some of the themes of and Vodafone’s approach to the digital world which gives real depth to our partnership, and we are delighted to be working with them in this way.”

Cindy Rose, Consumer Director at Vodafone UK said: “Not only is an amazing production, but it highlights some really important issues which are particularly relevant for many teens today, such as the positive and negative impacts of today’s digital world, whether it’s the ability to keep in touch with friends and family more closely or cyber bullying. The responsible use of digital is something we’ve been championing for many years and we’re delighted to be able to support such an innovative production and build on the experience beyond the stage.”

The sponsorship of extends the efforts Vodafone has made over many years to highlight the benefits and pitfalls of the internet.  Vodafone recently published the fourth edition of its Digital Parenting magazine which is full of tips on how to help kids stay connected safely and manage their screen time constructively. Vodafone also recently announced the #BeStrong anti-cyber bullying emoji initiative the creation of a suite of ‘support emojis’ to raise awareness of the importance of conveying compassion, sympathy and support when friends are being bullied online. will be playing at the National Theatre from 23 November. For more information and to book tickets visit

The latest issue of the Digital Parenting magazine can be viewed here:


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

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Twitter: @VodafoneUKNews


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