EE has launched a campaign starring brand ambassador Kevin Bacon which provides unlimited data to pupils who are struggling to stay connected during the coronavirus pandemic.
The ad shows Bacon as he sits with a photo of his mother, who was a teacher.
"I know just how crucial education is," Bacon says as he outlines the issues faced by schoolchildren as they navigate the unfamiliar territory of accessing educational resources from home. Educators, parents and carers are encouraged to search "EE lockdown learning" to find out more about the initiative, and the ad ends as Bacon announces: "Let’s give every kid an equal chance."
The work was created by Rodrigo Castellari, Gary Arnold, Neil Ritchie, Alice Marani and Cristiana Candido, and directed by Chris Faith through Saatchi & Saatchi and Prodigious. Media is handled by Essence.
In April, EE launched a similar initiative (also starring Kevin Bacon) which gave unlimited data to NHS workers at the beginning of the pandemic.