Campaign Highlights Digital Cleanup Initiatives: “Not on myPhone”
On March 20, 2026, M+C Saatchi Group UK and Bauer Media Outdoor joined forces with the environmental charity Let’s Do It World to unveil an innovative national campaign titled “Not on myPhone.” This initiative seeks to motivate individuals to eliminate unnecessary digital photographs from their smartphones in a conscious effort to mitigate what is often termed the “hidden” carbon footprint associated with digital storage. As the world turns increasingly towards digital formats for their daily lives, understanding and addressing the environmental ramifications of this transition has never been more imperative.
The campaign coincides with the upcoming Digital Cleanup Day 2026, taking place this Saturday. The primary focus of this initiative is to shed light on a largely ignored aspect of environmental impact: the staggering number of redundant photos that individuals amass in the cloud. With approximately 7.4 billion smartphones in circulation globally, this accumulation of digital content brings with it an alarming environmental cost, underscoring the urgent need for awareness and action in the realm of digital sustainability.
In the United Kingdom alone, a typical individual captures around five digital photographs each day, leading to a cumulative production of over 800,000 tonnes of carbon dioxide annually. To put this figure into perspective, it is comparable to the carbon output generated by nearly one million flights from London to New York. In light of this insight, the “Not on myPhone” campaign seeks to enact change through a simple yet compelling call to action: dedicating just 30 minutes to declutter one’s digital space. Deleting as few as 100 photos and a couple of videos can significantly reduce carbon emissions, equivalent to the carbon produced from a one-kilometre drive by car.
The creative backbone of the campaign is the concept of ‘Not on myPhone’, which subverts traditional aesthetic norms often associated with photography. Instead of showcasing polished, artful images, the campaign intends to highlight the chaotic reality of personal camera rolls: glitchy snapshots, repetitive selfies, and random screenshots that rarely see the light of day. By utilizing crowdsourced images from real people’s phones, the campaign transforms these commonplace visuals into striking outdoor posters displayed prominently across bustling urban locations. This strategic positioning aims to bring attention to a form of digital clutter that contributes quietly yet significantly to carbon emissions. What’s more, every image featured in the campaign has been deleted following its 48-hour display period, reinforcing the message of digital decluttering.
This initiative also aligns with the broader global movement of Digital Cleanup Day, an initiative that has spanned across 175 countries since its inception in 2020. To date, over 1.7 million individuals have participated, collectively deleting approximately 16.8 million gigabytes of data. This remarkable effort has curbed the annual generation of around 3,360 tonnes of CO2 emissions, showcasing the tangible impact of collective action.
In conjunction with the national campaign, the University of Northampton is hosting a week-long pilot program designed to foster digital sustainability among students and staff. The initiative includes a dedicated day aimed specifically at encouraging participants to delete unwanted photos, thereby contributing to the campaign’s overarching goals.
The campaign’s launch is set across the United Kingdom, commencing on March 20, with large-format premium outdoor advertisements provided pro bono by Bauer Media Outdoor in high-traffic areas such as London, Manchester, Leeds, Glasgow, and Edinburgh. These strategically chosen locales, near major transport hubs and busy thoroughfares, aim to capture the attention of commuters, fostering a sense of urgency to delete unnecessary data. Interestingly, M+C Saatchi’s international network has facilitated additional media placements for the campaign in regions such as South Africa, Dubai, and Brazil, exemplifying its global ambition.
Heidi Solba, President and Head of Global Network at Let’s Do It World, encapsulated the campaign’s essence succinctly, stating, “Digital pollution is a growing issue that most people never think about…. ‘Not on myPhone’ helps make this massive problem visible and shows how simple behaviour changes can make a real difference.”
Echoing this sentiment, Guy Bradbury, Creative Partner at M+C Saatchi Group UK, remarked on the prevalence of stored photos, emphasizing the need for awareness of the energy consumed in maintaining digital clutter. Meanwhile, Louise Stubbings, Partnerships and Creative Director at Bauer Media Outdoor UK, highlighted the significance of personal responsibility in addressing digital sustainability challenges, reiterating the campaign’s goal of making the hidden carbon costs associated with digital storage relatable and accessible.
Ultimately, the “Not on myPhone” campaign not only raises awareness about our digital consumption habits but also invites every individual to partake in the broader movement towards environmental sustainability.
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