As Virgin Media O2 Business’ Connect More Programme marks its second year, Silvia Iacovcich speaks with Jo Watts, delivery director at the company to explore how the initiative has helped over 1,200 Brits gain essential digital skills and find out what’s next for the project.

Connect More is a Virgin Media O2 Business initiative to support people facing digital exclusion by helping them gain the essential skills needed to access online services. Staff volunteers share their time to build digital skills and confidence, working alongside the company’s public sector customers and community organisations.

Through the project, participants can learn a range of digital skills, from learning how to use grocery delivery applications to navigating online banking and digital NHS services.

October marked two years since the initiative was launched, with the programme having dedicated 795 hours of support, facilitated 312 volunteering experiences, and helped more than 1,200 Brits over the period.

Congratulations on reaching over 1200 people through the Connect More programme – what do you think it has taken to achieve this?

It’s clear that a lot of this success comes down to working with our partners and identifying communities without core digital skills who can benefit from our support. For instance, by teaming up with NHS practices that have low app registrations, we're able to provide digital healthcare support where it’s needed most.

Building strong, trusted relationships in local communities has also been huge. Rather than relying on digital ads (which aren’t always effective for reaching everyone), we work through our partners to share Connect More sessions via local, trusted voices.

Plus, it’s great to see Virgin Media O2’s (VMO2) commitment to digital inclusion in action! With five days of volunteering leave, employees across the UK have become digital champions, motivated to share their skills locally and close the digital divide.

What are the main challenges that have emerged since launching the Connect More programme?

Since launching the Connect More initiative, we’ve had to overcome several challenges. Initially the challenge was building our network, finding partners and identifying the right individuals to assist us in this effort.

We need to engage with community leaders and organisations to raise awareness of the support we offer, relying on traditional methods like word-of-mouth instead of digital advertising which our learners might not have access to.

Additionally, finding the right local contacts who can facilitate these connections has proven to be a significant challenge, as our success depends on these partnerships to effectively reach those in need of digital skills support.

However, since our launch, our partnerships have been one of the aspects we are most proud of. We wouldn’t have been able to make the impact we have or reach the people we have without our invaluable connections.

It has taken over two years to get here – will it take another two to support more than 1300 individuals, or do you anticipate faster growth in the coming years?

Our plan is to expand into more communities across the UK to help individuals enhance their digital skills. This year, we opened up digital champion volunteering opportunities to all employees at VMO2, which has significantly increased the number of people who can provide support in their local communities. As the programme expands, we can use insights from previous sessions to make our delivery planning more efficient.

We're also collaborating with industry experts to provide tailored digital skills support that aligns with our partners’ priorities. For example, by expanding our offerings to include digital employability skills training, we aim to improve individuals’ job prospects through enhanced digital literacy. The future looks promising!

What have been some of your top highlights over the past two years?

We have several highlights to share beyond our recent milestone. One of the aspects we’re particularly proud of is our expansion into digital healthcare. Digital participation is becoming increasingly important for managing health and wellbeing, especially in light of the government’s recent commitment to transform the NHS from analogue to digital. We’ve delivered sessions at NHS practices in Manchester, Birmingham, London, and Leeds, and are excited to build on this offer. I’m particularly proud of our partnership with Park Medical Practice in Greater Manchester Combined Authority (GMCA), where just one Connect More session led to a remarkable increase of 352 repeat prescriptions ordered through the NHS app each month, saving an estimated 17 hours of staff time—equivalent to two working days.

Additionally, we’ve supported over 650 individuals through our partnership with GMCA, contributing 275 hours of volunteering. We’ve been collaborating with GMCA since the start of this programme, and we look forward to seeing our relationship grow further.

“While statistics are important, the real highlights come from listening to the personal stories of those we've helped. I recently assisted someone in accessing the gov.uk website to complete an online job application. Their confidence grew throughout the session, empowering them to tackle similar applications independently. Without these skills, this learner would have been locked out of thousands of job opportunities. What I also really took away from the session myself was that it made me realise how much I personally take my digital skills for granted; listening to their stories reinforced how critical these sessions are.


What are some of the most creative ways you’ve seen the initiative being developed?

Since launching we have been committed to creative thinking in how we can elevate the programme by learning from different partners and growing the programme through all our strengths. With many initiatives out there, it’s essential to bring them together, which is why we’re proud to collaborate with local community groups and charitable organisations like the Good Things Foundation and the Digital Poverty Alliance. These partnerships allow us to gain insights that help us provide the necessary resources through Connect More to better serve our customers and communities.

To ensure we are providing the best service to our communities, we equip our partners with comprehensive digital inclusion support and connectivity. We help our community organisation partners join the Good Things Foundation's Digital Inclusion Network, which offers access to the National Databank for free data and the National Devicebank for free devices.

Additionally, we connect them with Jangala, our partner providing "Get Boxes" to help vulnerable people get online. Lastly, our Digital Champions training helps minimise the number of eligible individuals who aren’t claiming social tariffs by sharing information on our Virgin Media Essential Broadband and O2 Essential Plan. Our partners help us to develop the programme for our communities to offer the most comprehensive digital inclusion support possible.

Which digital skills do you feel people need the most in today’s society?

I believe the key digital skills people need today centre around ensuring everyone can safely and confidently engage online. Everyone’s digital journey is unique, so the skills required can vary. However, as our society adopts more digital tools, it’s essential to help everyone develop fundamental skills for managing their health, finances, and accessing important social platforms and services.

For example, staying in touch with friends and family is crucial. Our Connect More programme has partnered with the Reading Community Learning Centre to support women from diverse backgrounds in Reading, many of whom are migrants looking to maintain those connections with their families and friends around the globe. Shopping online is another area where many could benefit – over half of home broadband users look for online coupons and deals, saving an average of £3.89 per purchase, yet many still feel unsure about online shopping. Additionally, having the skills to access essential online services, such as claiming benefits or booking appointments, is vital. It is also crucial that we help individuals find social and community activities online, as we know this can significantly reduce feelings of loneliness.

Accessing the internet safely is key, which is why internet safety is a core part of our Digital Champions training. Our volunteers are equipped to educate others on managing digital risks, helping to create a safer online environment for everyone. A way that our volunteers have taught this is through running specific scenarios, for example educating on what scams look like and what to watch out for.

What are the plans for the next phase of the initiative?

Looking ahead, our plans for the next phase of the initiative include a strong focus on digital skills for employability. We want to empower our partners to achieve their goals for their communities, especially since there’s often a connection between unemployment and low digital skills. As the job application process moves increasingly online, individuals without digital skills or confidence can miss out on important opportunities.

We’re addressing this by covering all the digital skills needed to find a job, from using video software for interviews to creating ATS-friendly CVs. To ensure we meet the specific needs of our target demographic, we collaborated with employment experts to develop tailored content.

We’ve already launched small pilots in Reading and Wakefield, and we’re excited to roll this out to more community groups who can benefit from this support. Our goal is for attendees to leave each session with enhanced skills and confidence. Feedback from participants in Wakefield has been incredibly positive, with one attendee saying, “I found this very helpful and exactly the sort of course I have been looking for.”

What's in the pipeline for the third year of Connect More?

Looking ahead to the third year of Connect More, we have some exciting plans in the pipeline! We want to keep growing our volunteer program and reach even more people across the UK. By collaborating with our regional partners, we aim to identify areas where we can make a positive impact—not just for the individuals we help, but also for local services.

“Additionally, we’re committed to expanding our work in digital healthcare. This initiative not only empowers patients to take charge of their own health but also helps create efficiencies within NHS practices.

What kind of plan do you think the UK needs to ensure digital education is further implemented? What are the main issues that currently hinder this path ?

It’s encouraging to see that the new government recognises the importance of digital inclusion and empowerment, but several barriers still need to be addressed. We need a new Digital Inclusion Strategy that provides real leadership for the UK, reduce VAT on broadband and mobile social tariffs to at least five per cent to match the VAT rate on domestic gas and electricity, and increase digital literacy and citizenship education in schools. Without a strong digital skills programme, we risk worsening the digital divide.

A collective and coordinated approach is essential, which is why we’re partnering with others in the digital inclusion movement. One of the key challenges we face is ensuring that everyone in society has access to the internet, devices and skills needed to use vital social service platforms like the NHS app.

The UK must continue to provide access to these tools and teach essential skills in schools and communities. With the rapid pace of technological change, it can be difficult for people to keep up, and digital skills aren't always a straightforward path - they can regress, too. Programmes like Connect More are critical for supporting individuals who need to develop skills later in life or who may have fallen through the gaps in traditional education.

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