Through their ‘everyone.connected’ initiative, Vodafone aims to close the digital divide and end digital poverty by connecting 1 million households by the end of 2022. In partnership with Barnardo’s, Vodafone have established ‘The Great British Tech Appeal’, which asks the UK public to donate their used devices for greater good. Vodafone then generously adds six months of free data, texts and calls to each donated device and donates them to socially disadvantaged young people, to help them apply for jobs, courses, and access mental health services. Vodafone’s ‘everyone.connected’ initiative created the foundation for their 2021 Christmas campaign ‘Give the Gift of Connection,’ which invited the public to channel their inner Santa and make someone in need’s Christmas by allowing them to connect with their loved ones using a donated device. As one of Vodafone’s appointed agencies, we were approached with the challenge of helping them raise awareness of this incredibly worthy campaign to put a spotlight on the severity of digital poverty in the UK and inspire action from the Great British public.