The restrictions of lockdown have underlined just how much connectivity is a lifeline for parents and children alike. 

Around 880,000 family homes in the UK are without a broadband connection, according to data from Ofcom. This lack of connectivity is a huge issue, particularly for the children attempting to be schooled from home. If you can’t get online, the stark reality is that you can’t access the learning materials you need.

EE wants to ensure that every child is given an equal chance to succeed so, in a new campaign from Saatchi & Saatchi starring Kevin Bacon, the network has announced that it is giving unlimited data to children who need it most.

In a departure of tone from the usual joviality, Bacon points to the example set by his mother who was a teacher, about the importance of education. This campaign, ‘A Message for Teachers’, aims to support EE’s Lockdown Learning support scheme.

To date, the scheme, which is available to eligible EE and BT customers, has helped tens of thousands of families access vital educational resources. This latest campaign urges teachers, parents and carers who require support to apply now. It’s a simple, straightforward campaign that delivers an important

Marc Allera, CEO, BT’s Consumer Division, said: "As a national champion, we want to ensure no one is left behind while face-to-face teaching is on hold.”

The problem with both schooling and working from home is that it assumes every home will provide a child with the required set up in which to learn. Research has shown this is far from the case so campaigns such as these from national network providers are vital examples of brands using their platforms for good, to support society where they are needed most.