How Vodafone drove digital poverty up the social agenda by rebranding Boxing Day as Reboxing Day at Christmas.

Client: Vodafone

1.5m households in the UK are digitally disconnected. To close the digital divide, Vodafone created the Everyone.connected initiative asking people to donate old devices. To get people to donate we needed to make people understand the human impact of digital exclusion, get them to care enough and then find the right moment when old devices become available. To do this, Vodafone rebranded Boxing Day as Reboxing Day, an idea that sought to return Boxing Day to its original meaning as a day of charitable giving and ending disconnection for over 127k people.