Three champions connectivity with Boys + Girls activity

E5O-0rjUThree Business – the B2B division of the CK Hutchison Holdings-owned mobile brand – has come to the rescue of the citizens of a remote island off the coast of Donegal by giving them a 21st century lease of life.
The community of 469 people on Arranmorea, which has been decimated by more than 150 years of emigration, sees connectivity as a lifeline to reinvigorate their economy, culture and unique way of life.
Until now, the lack of connectivity has restricted the ability to establish or develop businesses on the island and made working remotely from the island almost impossible.
Enter Three Business, which has intervened to provide local businesses, workers and visitors with state-of-the-art technologies including high speed connectivity, broadband+ and improved bandwidth.
In collaboration with Arranmore Business Council, a digital hub has been created to facilitate remote working, meaning islanders and visitors can have all the benefits of remote rural beauty alongside digital speeds the envy of urban areas.
The new services will also enable the medical centre to do video consultations with doctors on the mainland, saving patients a potential overnight trip to Dublin, as well as improving connectivity at the local school to enhance online learning tools, something that has been unreliable to date.
And just in case you were wondering what this has got to do with marketing, Three is, of course, launching a new integrated ad campaign to showcase its caring, sharing side.
Devised by Boys + Girls, the activity features many of the islanders, and shows a number of stories of specific island issues which increased connectivity will help solve.
The campaign is running on TV and will be supported across a number of channels, including social media Facebook, Instagram, a Three microsite as well as a YouTube film.
Three head of brand and marketing communications Aislinn O’Connor said: “At Three we believe in the power of connectivity to transform lives and businesses, and as Ireland’s leading data network we are thrilled to bring this connectivity to Arranmore island. This is the just the beginning of a long-term partnership with the people of Arranmore. We share their ambitious vision for the island which will enable them to sustain and develop their community into the future.”
Boys + Girls executive creative director and founder Rory Hamilton added: “When we learnt about an island that was struggling and needed connectivity, we had the idea to bring Three’s Business Solutions to Arranmore and showcase the power of the network. The resilient, forward-thinking islanders recognise the ability of connectivity to bring businesses and new people to the island. Most advertising campaigns last for a matter of weeks but our hope is that the impact of this project will be felt for decades to come.”

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