In summer 2009, 30 volunteers from Telefónica O2 worked in schools and day-care centres in Brazil, Peru, Ecuador, El Salvador and Argentina funded by the Telefónica Fundación - Proniño programme, which provides education to children who would otherwise be sent to work.

The volunteers’ efforts were celebrated in a cross-media campaign designed to create awareness of Proniño and to drive even more people to volunteer in 2010.

The campaign was across all digital media within the Telefónica O2 intranet and the videos were viewed on the company’s dedicated intranet video channel, Intraview. All content was created by the volunteers themselves and The Edge trained them to shoot video, to blog and twitter, and encouraged the volunteers to respond to online feedback while overseas.

At the recent 2010 IVCA awards, the campaign won a prestigious Gold Award in the Internal Digital Communications category.