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  • Think Big

O2 Think Big

Client: O2

The ‘Why Do’ project aimed to tackle the widening
generation gap through the innovative use of technology.
A live online question and answer service enabled adults
to gain a better understanding of young people, by asking
volunteer under-25s questions about their attitudes and
behaviour. Through the innovative use of new technology
we provided a forum that was safe, inviting and easy to
use for both parties. Meanwhile an interactive video
adventure, ‘What’s your street age?’, put users in the
shoes of a young person to see how they fared. This was
hosted on Facebook. As well as raising awareness of
some of the issues and challenges faced by typical young
people, the video adventure boosted traffi c to the Why Do
site hub and increased word-of-mouth around the campaign.

During the campaign 170,000 people calculated their
Street Age on Facebook, while O2’s Facebook Likes went
up by a massive 68%. 85,000 people visited the Why Do
hub and asked the volunteer young people 2,500
questions. And this without any above-the-line media presence. ‘Why Do’ provided a concrete demonstration of
O2’s ‘We’re better, connected’ philosophy and its ‘Think
Big’ programme of community and pro-social action. But it
also showed the power of social media to generate useful
and interesting content.

As well as a safe and helpful way of connecting different
generations, it became a fascinating record of the concerns
and attitudes of modern Britain.

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