Vodafone Foundation Brand Storytelling and Messaging

Technology is changing faster than ever before, and few organisations understand better than Vodafone how this rapid growth affects ordinary people around the world.

The stark reality is a growing digital divide. In Europe, one in four people aged 60-75 and half aged 75+ don’t use the internet. Girls outperform boys in STEM subjects through school, but aged 6 are already less likely than boys to consider themselves “really smart”.

Through Vodafone Foundation, Vodafone combines charitable work and technology to help breach this divide – providing people with the skills and access they need to belong in a digital world.

Working with the team at Yarn, I was delighted to help Vodafone Foundation tell a better story about their work in Europe.

I conducted extensive desk research into the European digital skills landscape and carried 14 in-depth interviews with key stakeholders and participants.

After presenting a research review, I developed a value proposition, elevator pitch, strapline and brand stories for the master brand, older people, and teaching and training audiences. I also developed a full messaging toolkit, including detailed Who, Why, Where and How sections.

It was a pleasure to work with such a professional, talented, intelligent and committed client team. I look forward to watching the rollout of the work.