How Virgin Media O2's Time After Time Fund Tackles E-Waste

With a staggering 24 kg per person annual output, the UK generates the second-highest amount of e-waste per person globally after Norway. 

To combat the UK's severe electronic waste problem, Virgin Media O2 and Hubbub launched the Time After Time Fund, addressing dual challenges of e-waste and digital exclusion by funding projects that repair, reuse and redistribute tech devices. 

Launched in 2022 and now totalling £1m (US$1.3m) across 18 UK-wide projects, the fund integrates into Virgin Media O2's Better Connections Plan, aiming for 10 million circular actions by 2025 and connecting one million digitally excluded individuals.​

“Three years on, Virgin Media O2’s Time After Time Fund is showing circular tech in action,” says Dana Haidan, Chief Sustainability Officer at Virgin Media O2. 

“When we launched the Fund with Hubbub in 2022, our ambition was to tackle two national challenges at once: the UK’s growing e-waste problem and the widening digital divide.

“The evidence is clear:

• “260,000+ people reached
• “Nearly 10,000 individuals engaged through repair workshops, donating, repairing and recycling devices
• “8,000+ devices repaired, reused or recycled
• “60%+ of donated tech redistributed directly to people who need it.”

Circular economy in action

Projects funded by the Time After Time Fund have reached more than 268,000 people, with nearly 10,000 participating through device donations, repairs, workshops or recycling efforts. Key outcomes include 6,649 items reused and redistributed, 438 people trained in repair skills leading to jobs or volunteering and more than 92 million media impressions building awareness. 

Nearly 8,000 electricals have been repaired, reused or recycled, with more than 60% of donated smartphones and tablets going to those in need and 400 individuals completed tech repair training.

Dana will highlight this impact and more at Sustainability LIVE: The Net Zero Summit when she joins the Circularity & Recycling panel. 

Secure your tickets to The Net Zero Summit and save more than £200 with our Early Bird offer.

Diverse impact throughout the UK

Projects within the initiative are diverse and varied.

Single Homeless Project in London received funding to provide digital skills training and rehomed devices like smartphones and laptops to homeless individuals, aiding job applications and service access – nearly 200 gained AQA qualifications. 

SOFEA in Oxfordshire refurbished and distributed 1,432 devices via three hubs, sourcing more than 2,200 from communities and businesses to support study and wellbeing. 

Youth & Community Connexions empowered North London youth with workshops repairing 327 items and recycling 607 more, partnering with businesses for drop-offs. 

Screen Share trained 47 young refugees in trauma-informed laptop repair, redistributing nearly 800 devices nationwide.​

Other projects include Sustainable Hive CIC's Bristol workshops engaging 1,859 students in dismantling and repairing 177 items, The Warren Youth Project's Hull programme refurbishing 48 laptops and diverting 870 kg of waste and Coventry City Council's #CovConnects distributing 1,555 devices to vulnerable residents through NHS and university partnerships. 

Mobile Repair Cafés by Treverbyn Community Trust repaired 176 items for 1,300 participants, inspiring regional expansion.​

“This matters now more than ever,” Dana says. 

“The UK generates 24kg of e-waste per person each year, the second-highest globally. Meanwhile, 1.5 million people still lack access to essential devices. Giving technology a second or third life doesn’t just cut waste, it saves resources, reduces manufacturing impacts, creates green jobs, builds local capability and connects people who would otherwise be left behind.

“The Fund has shown one thing unequivocally: circular tech isn’t just waste management, it’s economic and social opportunity. And with the right policy environment, we can scale it nationwide.”

Circularity at Sustainability LIVE: The Net Zero Summit

Dana Haidan joined Virgin Media O2 in November 2022 as the Chief Sustainability Officer, leading the delivery of the ESG strategy, the Better Connections Plan. 

The plan reflects the company’s long-term commitment to use the power of connectivity to drive system level change for people and planet, as well as ensuring sound responsible business practices and transparent reporting.

She champions the Time After Time Fund, enabling funded projects to transform communities through devices, skills and training, aligning with the company's net zero by 2040 goal. 

Over the past 17 years, Dana has held regional and global sustainability leadership positions in Fortune 500 organisations, including Visa Europe and Vodafone. Dana’s career has centred on utilising the transformative power of technology to drive sustainable development. 

Dana has a Bachelor of Science in Business from Carnegie Mellon University, a Postgraduate degree in Sustainability Leadership from Cambridge University, and MSc in Sustainable Urban Development from Oxford University

On Day 2 of Sustainability LIVE: The Net Zero Summit, Dana will share insights on corporate circularity as part of the Circularity & Recycling panel.

Secure your tickets to The Net Zero Summit and save more than £200 with our Early Bird offer