Overview

Vodafone Foundation partnered with GoJoe to unite colleagues worldwide around purpose-driven movement. The global Step for Schools campaign boosted engagement, wellbeing and connection across global 25 markets, while raising over £100,000 for Instant Network Schools. Turning everyday activity into meaningful social impact.

‍

The Challenge

Vodafone Foundation, the charitable arm of Vodafone, exists to connect people and communities to a better future. In summer 2025, Vodafone Foundation wanted to do something ambitious: unite Vodafone colleagues across the world and collectively fundraise in support of its partner UNHCR, the UN Refugee Agency, to help ensure more refugee children and young people can access a quality digital education.

This was delivered via their Instant Network Schools initiative, which provides free digital education to allmost half a million students across Africa.

To deliver the activation, Vodafone Foundation created the ‘Step for Schools’ campaign with the idea of combining an in-person mass participation fundraising event with a global activity challenge via a technology platform.

Enter GoJoe…

‍

The Campaign Objectives:

• Fundraise for Instant Network Schools through an innovative, movement-based campaign
• Increase awareness and engagement with VodafoneFoundation’s mission across the wider Vodafone business
• Connect a global workforce through an inclusive activity challenge that aligned with Vodafone Foundation’s mass participation event in the UK.
• Boost employee wellbeing by helping Vodafone colleagues get active, stay motivated, and connect socially throughout the summer months.

‍

The Solution

To bring these goals to life, Vodafone Foundation partnered with GoJoe to launch a global team-based activity challenge, which aimed to engage the masses around the world and encourage fundraising for the campaign.

Running for 8-weeks throughout the summer, the campaign empowered colleagues to team up and compete with and against each other while collectively raising awareness and funds.

Using GoJoe’s social gamification features, Vodafone teams could:

• Create and join virtual teams across global markets and regions
• Track 60+ activity types via wearables, GPS or manual entry
• See their real-time impact, with a live virtual tracker map visiting key projects around the world
• Share stories and photos to inspire colleagues worldwide

The campaign was also linked to Vodafone Foundation’s in-person “Step for Schools” event in the UK, with the GoJoe app connecting virtual and physical participants under one global movement.

‍

The Results

Fundraising Impact

The challenge turned activity into tangible impact. Thousands of Vodafone employees across continents came together to get active together and help raise vital funds for Instant Network Schools.

Through campaigning via the whole campaigns, Vodafone colleagues raised over £100,000 for the Instant Network Schools.

‍

Global Reach and Inclusion:  

Vodafone’s global footprint was reflected in the campaign’s reach.

• 1,000+ employees
• From 25 global markets
• Split into 196 teams
• 51% felt more connected to colleagues

The app’s social features, such as live feeds and chat groups, fostered genuine global connection, mirroring Vodafone’s mission to “connect for good.”

‍

Driving Awareness and Engagement

Beyond fundraising, the GoJoe partnership significantly increased internal awareness of Vodafone Foundation’s work.

• 73% gained a more positive view of the Vodafone Foundation
• Hundreds of posts and photos were shared in-app, amplifying purpose-driven storytelling

‍

Boosting Health and Wellbeing

Health was at the heart of the campaign alongside connection and fundraising, with clear positive impact shown across users:

• 110% average increase in user activity levels
• 150% increase for previously inactive users
• 68% reported a boost in physical wellbeing
• 69% reported improvement in their mental wellbeing

‍

The Outcome

The GoJoe x Vodafone Foundation challenge achieved:

✅ Significant funds raised for the Instant Network Schools

✅ Global participation across 25 markets

✅ Increased internal awareness of the Foundation’s purpose

✅ Higher physical activity and mental wellbeing improvements

✅ Enhanced social connection and collaboration across borders

‍

By combining purpose with participation, GoJoe helped Vodafone Foundation power a truly global movement; proving that when health, connection and cause come together, great things can happen.

‍