Recent research commissioned by Virgin Media O2 has revealed that nearly half of adults in the United Kingdom still hold on to their unused smartphones, describing them as “digital ghosts”. Around 46 % of respondents admitted to feeling a sense of emotional attachment to their old devices, which often remain tucked away in drawers. These devices are said to contain thousands of personal photos, videos, and messages, reminders of the past that many find difficult to part with.

Recognising this emotional barrier, Virgin Media O2 has teamed up with charity Hubbub to encourage people to donate their unused smartphones via the programme Community Calling. Donated devices are securely wiped and then given to people who lack access to phones or connectivity, including refugees, survivors of domestic abuse or those in low-income households.

To sweeten the deal, for a limited time the first 500 eligible donors received a voucher code for a free physical photobook (via CEWE), a clever way of preserving their memories while clearing out old tech. The photobook is printed on 100 % recycled FSC-certified paper, aligning the campaign with both emotional and environmental benefits.

The initiative makes the case that keeping old phones unused isn’t just sentimental: it’s ecological. With an estimated 123 million devices sitting idle in UK homes, the campaign appeals to both the sentiment of unlocking memories and the logic of reducing electronic waste.