Preference Choice Publication

Giffgaff takes anti-consumerist approach to Black Friday

Tyrone Stewart

Mobile network Giffgaff has launched a social content campaign, alongside the LadBible Group, aimed at getting people donate their old mobile phones this Black Friday.

The ‘Check Your Drawers’ campaign takes an anti-consumerist approach to Black Friday, encouraging Brits to search for their old mobile phone handsets in their drawers and get them back in circulation via refurbishment, recycling, or gifting devices to others.

A series of tongue-in-cheek videos, starring musician Manga Saint Hilare, will run across LadBible and Unilad’s Facebook, Instagram, and YouTube channels, aiming to promote a reduction in e-waste by showing people the ways they can think differently about their old phones. As part of the campaign, which has been developed in partnership with Havas Media and its content arm, Jump, Giffgaff will also takeover the site on Black Friday.

“At Giffgaff, we've always believed that there's a better way to do mobile, and that's no different when it comes to our phone offering. With over 55m unused phones sitting around our homes, this Black Friday we've partnered with LadBible and Unilad to call on the nation to get those phones back into circulation,” said Georgina Bramall, Head of Brand Strategy at Giffgaff. “If you've got an unused phone at home, Giffgaff will help you refurbish it for cash, recycle it for the planet and donate some of the value of your phone to community causes. We've always had sustainability at our heart, and the Giffgaff circular economy for phones is the next step of that journey.”