More than 14.4 million people in the UK live below the poverty line. For many of them, the lack of stable housing means not only having no roof over their heads, but also losing access to basic opportunities: employment, banking services, documents and social support.
Problem
The problem: to open a bank account, get a job, or access essential services, a person often needs an official address. Some use the addresses of friends or relatives, but not everyone has that option. The goal: to harness the power of connections (whether digital, human, or social) to create pathways out of poverty.
Solution
Home Sharing is a campaign by giffgaff and the Big Issue Group that turns a home address into a shareable resource. Through the giffgaff app, subscribers can voluntarily share their address with people who need one, receiving rewards in return—such as free data, minutes, and discounted rates. To make the service more accessible, we installed branded phone booths across London where people can obtain a residential address, as well as special SIM cards that include internet access and free calls.
Results
The campaign helps people without a permanent address gain access to employment, banking services, and essential amenities. For giffgaff, this expands the meaning of connectivity: the brand provides people not only with network access but also with access to opportunities.
