Refugees and Connectivity

Choose Love claims to be the world’s first shop where you can buy real products for refugees, including mobile phones and credit. The innovative store has been designed to create an uplifting yet meaningful retail experience – a striking space where people can learn about refugees while doing something practical to help. The Vodafone Foundation is supporting the store by matching all donations, and many Vodafone staff are donating their time to run the store. All funds raised will go directly to Help Refugees, supporting their work across Europe and the Middle East.


Josie Naughton, CEO of Help Refugees, said: “It’s easy to forget how lucky we are to have a bed, a blanket and a roof over our heads. For thousands of refugees this Winter, these basic human needs are completely out of reach. This shop is all about one simple idea: that we should all Choose Love this Christmas and help those in need.”


The space showcases a range of items that represent the three phases of a refugee’s experience: Arrival, Camp and The Future. The curated selection of items, including mobile phones with credit as well as essentials such as blankets and gloves, are all items distributed by Help Refugees on the front lines of the refugee crisis. Each item on sale is accompanied by a short story about how and why it was chosen.



Visitors to the store simply take an item’s tag to the till or buy directly from one of the store staff. Along with their purchase, visitors can find out about the work of Help Refugees through the charity’s staff.

If you are in London, you can visit the store in person at 18 Broadwick St, Soho, otherwise, you can head to the online shop here.

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