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O2's new campaign highlights the UK's digital divide, with seven million people in the country still unable to access a web-connected device.

Through online and social media takeovers, the brand will highlight the everyday digital interactions, such as watching videos, streaming music or "liking" social media posts, that nearly a tenth of the population cannot experience without online access. O2 is continuing its partnership with the charity Hubbub by aiming to gift 10,000 unused smartphones to vulnerable individuals in the most deprived areas of the UK. People can also support the campaign by donating their old smartphone through O2’s Community Calling initiative. 

The work was written by Richard Ince and art directed by Ed Tillbrook.