Organisation type
Charity/third sector
Private sector
Sector
Cities and communities
Disability, diversity, equity and inclusion
Education, training and skills
Environment and sustainability
Service
The UK generates some of the highest levels of electronic waste in the world, with millions of unused devices sitting idle in homes. Virgin Media O2 and environmental charity Hubbub launched the Time After Time fund to spark practical behaviour change around tech repair, reuse and recycling, while also tackling digital exclusion. Barley was asked to raise national and local awareness of the fund and its community projects, drive participation and encourage people to take tangible action on e-waste.
Our insight was clear: e-waste feels abstract until it becomes a local story. Communities needed to see the social and personal value of reuse — not just the environmental case.
We developed a targeted media-relations strategy rooted in real-world stories from the 18 funded projects. By tailoring press releases for regional outlets and elevating compelling human narratives — such as neurodivergent volunteers gaining new skills, or a refugee accessing education with a refurbished laptop — we created emotional connection and relevance.
Our outreach combined regional amplification with national and trade engagement, ensuring strong visibility for the fund’s impact and opportunities for public involvement. Close collaboration with project partners helped surface authentic case studies and barriers to participation, enabling us to frame repair and reuse as achievable, beneficial actions.
Our focused approach ensured every story worked hard to inspire change and spotlight the fund’s contribution to both environmental sustainability and digital inclusion.
he campaign successfully shifted awareness of e-waste from a niche environmental topic to an issue with deep community relevance. Engagement was strong, with thousands taking practical steps such as donating unused tech or repairing devices — directly supporting the fund’s aims of reducing waste and increasing access to digital opportunities.
Projects reported immediate surges in device donations following media coverage, and several initiatives expanded their teams to create inclusive training and employment opportunities. By linking environmental action to skills, education and community support, the campaign delivered meaningful, lasting behaviour change.
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