Australia – Telecoms firm Optus has created an animated advertising campaign to promote its data donation initiative.
The ad promotes the firm’s service allowing customers to donate unwanted or unused internet data to children across Australia to help ‘power their potential’. Created in collaboration with Danish animation house Sun Creature, the narrative shows a boy struggling to keep up with his gang of jet-packing friends when his power runs out. It refers to the sense of isolation and inequality that some children may experience if they’re unable to access the internet for schooling or social needs.
While Optus has been offering the service since December 2018, the campaign’s recent launch highlights the importance of internet access for young people isolating at home, in particular those who might normally rely on access at school or in public places.
With many citizens increasingly reliant on internet access for daily tasks, the data donation initiative echoes schemes in cities like Detroit, where the community has worked to equalise internet access for all.