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Side campaign · giffgaff x Big Issue

Ending the Disconnect.

big issues, big solutions · mobility starts with a mobile

A smartphone in the hands of someone experiencing homelessness can seem a luxury. In reality it's a lifeline — jobs, housing, healthcare, banking and support all live behind a screen. The phone isn't the problem. Disconnection is. Not a handout — a way back into work, support and society.

The work

18 assets

You can't get the callback if you don't get the call

01You can't get the callback if you don't get the call

A smartphone isn't a luxury. It's a way back in.

02A smartphone isn't a luxury. It's a way back in.

Why do they have a smartphone? Because life is impossible without one.

03Why do they have a smartphone? Because life is impossible without one.

London bus stops become public education

04London bus stops become public education

A smartphone isn't a luxury. It's how life works.

05A smartphone isn't a luxury. It's how life works.

Find work. Stay in touch. Get support. Stay safe.

06Find work. Stay in touch. Get support. Stay safe.

In situ — Oxford Street, views around London turned into campaign spaces

07In situ — Oxford Street, views around London turned into campaign spaces

In situ — Tottenham Court Road, each board explains one layer of the issue

08In situ — Tottenham Court Road, each board explains one layer of the issue

Magazine cover — A phone is a way forward

09Magazine cover — A phone is a way forward

Magazine cover — Special report: Ending the Disconnect

10Magazine cover — Special report: Ending the Disconnect

The Big Issue x giffgaff — on the newsstand

11The Big Issue x giffgaff — on the newsstand

Reel 1 — Missed Chances: what people miss out on

12Reel 1 — Missed Chances: what people miss out on

Reel 2 — Why do they have a smartphone? Myth-busting

13Reel 2 — Why do they have a smartphone? Myth-busting

Reel 3 — POV: no phone. Offline shouldn't mean locked out.

14Reel 3 — POV: no phone. Offline shouldn't mean locked out.

Reel 4 — Street interview: educating the public

15Reel 4 — Street interview: educating the public

Reel 5 — The Call: one phone can mean one way forward

16Reel 5 — The Call: one phone can mean one way forward

17Reel 6 — End card: consistent end-frame, builds brand memory

30s Radio Ad — “Brand New Phone”

SFX:Busy high street. Footsteps. Traffic. A bus pulls away.

PERSON 1:Did you see that?

PERSON 2:What?

PERSON 1:That Big Issue seller. Brand new smartphone.

PERSON 2:Yeah… makes you wonder, doesn’t it?

SFX:Their voices fade slightly. Phone buzz.

PHONE NOTIFICATION:Job interview: confirm attendance.

SFX:Buzz.

PHONE NOTIFICATION:Housing support: new message.

SFX:Buzz.

PHONE NOTIFICATION:GP appointment: reminder.

VO:Before we judge the phone, we should ask what it makes possible.

For someone experiencing homelessness, a smartphone can mean work, housing, healthcare, banking, support — and a way back in.

VENDOR:It’s not a luxury. It’s how life works.

VO:That’s why giffgaff and Big Issue are helping people stay connected.

END VO:Ending the disconnect. Big issues, big solutions. Mobility starts with a mobile.

SFX:Phone call connects. High street sound continues.

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