The Idea
We launched an initiative to combat loneliness by encouraging everyone to use their phones to have meaningful conversations by creating Britain’s least lonely hour - the public were invited to call someone between 6pm-7pm on 18th February.
The campaign launched through a partnership with Global radio stations, accompanied by a suite of social assets including an animated ‘edutainment’ film which explained the science behind how a chat can make us feel more connected.
The Context
giffgaff needed a big idea to help combat loneliness, reinforcing their positioning as a community-driven service and laddering up to their social impact goals.
After lockdown, many of us were glued to our screens, but missing meaningful interactions. We decided to harbour this hunt for social connection and a desire for nostalgia, to remind people of the simple, accessible and long-lasting mode of connection we all have at our fingertips.
- 5%
- Increase in calls over the hour
- 16 million
- People reached
- 26
- Pieces of national press coverage
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Have a Proper Chat
giffgaff needed a big idea to help combat loneliness, reinforcing their positioning as a community-driven service and laddering up to their social impact goals.
