According to research from Virgin Media O2, one in five (19%) of Brits know someone who is experiencing data poverty. A state of play which means they are left disconnected from their loved ones.

To shine a light on the issue, Virgin Media O2 has unveiled an art installation called ‘Data Darkness’ at the South Bank in London to raise awareness of the 1.9 million UK households affected by lack of connection this Christmas.

The eye-catching installation is located at South Bank’s Observation Point in London and plays into the Christmas light season. ‘Data Darkness’ is made up of 100 miniature homes. While the majority of these homes are lit up, others are dimmed in darkness to represent the houses that will be disconnected this Christmas.

The installation is located in the South Bank, a place many people visit during the festive season to look at the decorations, markets and lights. The thought-provoking installation steals attention, standing at an impressive 3 metres tall and 10.5 metres wide. PR for the campaign has been handled by Hope and Glory.

During the festive period, Virgin Media O2 research shows that just under half (46%) of Brits, rising to three-quarters (76%) of millennials, fear missing out on special moments with friends and family at Christmas, underlining the importance of being connected during the holiday period. Almost half (46%) of Brits say being digitally connected helps them overcome distance, and a quarter (28%) say it can maintain and build family traditions.

On top of raising awareness, Virgin Media O2 is striving to help people stay connected at Christmas by partnering with the National Databank. The National Databank is like a food bank for mobile data and will be available at all O2 stores nationwide, providing free O2 data, texts and calls to those in need regardless of their mobile provider.

Virgin Media O2 and the UK’s leading digital inclusion charity, Good Things Foundation, founded the National Databank in 2021 to help peopleADT  stay connected so they can complete everyday tasks and stay in touch with loved ones. There are now around 3,000 National Databanks Hubs across the country, with O2 connecting more than 200,000 people nationwide.

Backing the campaign, actor, Will Mellor, knows the importance of connection due to his experience growing up in poverty. He is committed to helping those in need to access essential services like free mobile data which is essential in helping those experiencing homelessness find places to stay.

Mellor says: “I experienced poverty first-hand when I was growing up, so I appreciate how vital initiatives such as the National Databank are to underprivileged communities who are struggling to afford connectivity. I would encourage anyone who’s in need to visit their local O2 store to get free mobile data for 12 months so they can get online and stay connected to everything and everyone they love this Christmas and beyond.”

Nicola Green at Virgin Media O2, added: “We know that people experiencing poverty are having to make difficult choices around how they spend their money – but affording mobile data shouldn’t be one of them. That’s why Virgin Media O2 has rolled out the National Databank to all its O2 stores nationwide, offering free O2 mobile data to connect people in need, so they can get online and stay in touch with their loved ones this Christmas and beyond.”

Shining a light on the issue of data darkness and providing practical solutions for those in need, O2 strives to keep people connected at Christmas.