O2 and The Big Issue have announced a partnership which will set up over 200 of the magazine’s vendors with free data plans each month. The vendors will receive 7GB of data, a free sim,  and unlimited calls and texts, enabling them to make cashless sales, access essential online services and stay connected. Since vendors started to offer cashless selling in 2019, many have seen sales increase by a third or more.

The partnership comes as part of the National Databank initiative launched by O2 and Good Things Foundation. The Databank is designed to support O2’s data pledge to get more than 255,000 people living in poverty connected by the end of 2023. It tackles data poverty by providing free mobile data to people in need. For every O2 sells this Christmas, it will also donate 10GB of data to the Databank.

The partnership has been launched as a multi-platform content series across The Big Issue’s expanding media platforms, mapping Big Issue vendors’ journeys as they become cashless and are able to stay better connected to essential services and support. JUMP, part of Havas Entertainment, negotiated the deal and will continue to manage the partnership throughout the campaign period.

“We are incredibly excited about our partnership with O2 and the JUMP team,” said Russell Blackman, Commercial MD at The Big Issue. “Not only does it mean our vendors will be able to boost their sales, but it also means they will be able to stay connected and access essential online services this Christmas.  

“This partnership is a great example of the authentic and meaningful campaigns we are creating through our new branded content division. We continue to see businesses using purpose as a strategy to engage customers and retain talent and brands are actively seeking out highly credible media platforms to tell their story.  Our insight shows that now, more than ever consumers are making buying decisions based on one of shared values and The Big Issue provides a trusted media platform and award-winning editorial to drive engagement and reach for our partners.”