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The new integrated campaign is led by an emotive 60" film, airing during Big Brother on ITV1, which depicts real world scenarios of people in data poverty, highlighting the difficulties of life without mobile data, which has become essential to everyday life. The scenes portrayed are inspired by real people's stories and include a young man working in a kitchen who struggles to complete his studies due to a lack of data, a father and daughter who are unable to stream something to watch while they're on a coach journey and a woman outside a laundrette struggling to stay in touch with loved ones.
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Business Director Alexandra Gluck
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