giffgaff: Check Your Drawers

giffgaff is launching a new anti-consumerist content push with the help of social publisher LADbible Group, ahead of Black Friday. The initiative was developed in partnership with JUMP, Havas Media Group’s content and partnerships hub, and Havas Media.

With the aim of engaging with a savvy, progressive audience of 25 to 44-year-olds, and positioning giffgaff as a disruptor and innovator in the telecoms sector, the brand is partnering with LADbible and UNILAD to take a radically different approach at a time of year when most brands are pushing sales.

“Check Your Drawers” sees giffgaff on a mission to reacquaint the nation with the contents of their drawers for any old mobile phone handsets, with the ambition of starting to create a truly circular economy and building a new and sustainable model for the getting them back into circulation.

In typical LADbible Group style, the content push has a humorous, tongue-in-cheek tone of voice, inspired by satirical TV shows such as The Day Today, Brass Eye and Knowing Me, Knowing You. The campaign concept, with its double meaning, has been chosen to grab attention and start conversations around e-waste issues.

A series of funny videos, starring Manga Saint Hilare, aim to drive awareness of the need to reduce e-waste and demonstrate how people can start to think differently about their old phones, showing the positive impact of refurbishing, recycling or gifting their devices.

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