Our job was to help research and define O2’s social responsibility activity in local communities and increase participation in the programme among employees, customers and the public.

People now expect simple and inspirational social responsibility activities from major communications companies. Evidence shows that effective corporate social responsibility programmes should have a strong link between the brand and the issue. As well as a simple mechanism for the public to get involved.

We delivered an extensive literature review and analysis of the public's key community concerns across the UK. Focus groups also took place to further isolate the audience, issue, and partners for the brand’s future CSR activity. The issue of giving young people real opportunities to improve their lives came up again and again.

The launch of O2’s THINK BIG youth initiative. A major new programme allowing employees, customers, and the public to support  innovative youth-led initiatives to realise the aspirations of young people in local areas. It's really making a difference.