Case Study: Virgin Media O2 raises awareness of data poverty with Mad River's Southbank installation

Virgin Media O2 raises awareness of data poverty with Mad River’s 3-night Southbank installation

Virgin Media O2 wanted to raise awareness of data poverty, the lack of affordable digital connectivity, and compete with the noise of the festive season. They enlisted Mad River to create a thought-provoking art installation in a renowned London location to highlight this issue for their campaign.

Mad River designed and built a bespoke 10x3m sculpture featuring 100 handmade house-shaped lanterns, with 7% lit in blue to symbolize the 1.9 million households in data poverty. The installation, centered by a bold neon message, was placed on London's Southbank for three nights. It was experienced by over 100,000 people, successfully raising massive awareness for the campaign.

Virgin Media O2