Making Boxing Day, Re-Boxing Day

Role: Partnership Manager

Campaign Overview: To drive awareness of digital poverty and encourage donations of unused tech, Vodafone launched the ‘ReBoxing Day’ campaign in partnership with ITV. Fronted by presenter Roman Kemp, the campaign transformed Boxing Day into a moment of charitable giving, urging people to rebox their old devices and donate them to those in need. The initiative was supported by a high-impact brand experience on London’s Southbank, a social content series, and PR activations.

Key Responsibilities:

• Talent & Contract Management: Secured and managed talent contracts, ensuring Roman Kemp’s involvement across campaign touchpoints, including filming and live event participation.

• Event Coordination: Oversaw the execution of the Southbank activation, featuring a giant interactive Christmas present designed to capture public attention and drive engagement.

• Stakeholder Collaboration: Facilitated partnerships with Vodadone, Barnardo’s and other key stakeholders to ensure a cohesive campaign message and smooth operational delivery.

• Multi-Platform Execution: Coordinated campaign roll-out across PR, digital, and social channels, maximizing reach and engagement.

Impact & Results

• Engagement: High levels of social media interaction and public participation at the Southbank event.

• Charitable Impact: Increased donations of unused devices, supporting those affected by digital exclusion.

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