Self initiated campaign to raise AWARENESS of the UK’s DIGITAL DIVIDE in conjunction with the UN World Day of Social Justice

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If you’ve read our brand values and mission statement you’ll have a clear feel for what we’re about and what we stand for at ORCA. In short, we are here to Start A Movement. As an organisation, we believe in creating perception-changing experiences and brand strategies that shift industry momentum and spark positive change. That’s exactly what we aimed to do with ‘Digital Divide’. In reaction to the UN’s World Day of Social Justice theme- ‘A call for Social Justice in the Digital Economy’, we’ve created an informative and hard-hitting campaign to raise awareness of the disparity between those who have access to the internet and connectivity and those who do not.

According to the ONS, more than one million households in the UK still do not have any access to the internet, with many more lacking a sufficient enough quality to cope with the rapid pace of change in the digital economy. It was also reported that as many as one million households in the UK have struggled to afford their broadband bills over the past year. While digital technology may be growing at an unprecedented rate and the economy in a permanent state of growth, so many people are still lacking access to what many of us now deem ‘basic resources’. We explore the realities of internet poverty for those who have been hit the hardest by the global pandemic and spotlight some incredible organisations who are helping to close the gap in our Digital Divide thought-piece.

If you’d like to get learn more about how you can help minimise the divide and donate devices to those who are in need, please visit our Digital Divide article.

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As a team, we’ve pooled our resources together to create a striking and informative campaign with the sole purpose of education and to change the way we all think about internet accessibility. Our Digital Divide campaign is built on colour and simple iconography to represent two contradictory sides of a story. The rich, saturated gradient that accompanies the smiley face icon depicts the blissful nature of accessibility to the internet. This ‘worldwide’ tool allows us to work, connect and engage on a global scale from the comfort of our own space, often forgetting that it is a privilege. Juxtaposing this, the contrasting monochrome backgrounds and the ‘disconnected’ icon symbolise the millions of people who are still isolated from the online world that is growing exponentially. To raise awareness of the current digital divide the campaign relies on clear, simple messaging to highlight important key statistics surrounding the issue, encouraging the audience to be conscientious of the topic whilst providing suggestions of ways to help this cause.