Bridging the Digital Divide

The Big Issue & giffgaff campaign - ‘Connecting people to their potential’ - shows how a purposeful partnership can tackle inequality by addressing one of the most urgent inclusion challenges of our time: digital exclusion.

As the UK becomes increasingly digital and cashless, people without access to smartphones, connectivity or digital skills risk being locked out of work, income, healthcare and essential services. For people experiencing poverty, homelessness, or severe financial insecurity, this digital divide compounds existing inequality. The partnership set out to reframe digital access as an equality issue, not a technology issue. By combining refurbished smartphones, mobile connectivity and tailored financial and digital inclusion support, the campaign focused on delivering practical action to champion inclusion rather than awareness alone. The campaign supported hundreds of Big Issue vendors and Big Issue Recruit jobseekers with the tools needed to earn income, search for work, stay connected to loved ones and access many of the everyday support services that now default to digital. Enabling vendors to accept cashless payments helped protect livelihoods, while supporting jobseekers to remain contactable removed a critical barrier to employment. Participants reported increased confidence using digital technology and managing their finances, alongside improved access to income and work opportunities. Independent evaluation demonstrated strong social value creation and positive shifts in public attitudes. This campaign stands out by combining real-world delivery with authentic storytelling, sustainability through refurbished technology and commitment to equality. When digital access is treated as essential infrastructure, it becomes a powerful lever for inclusion nationwide.