Not on myPhone
Every year data centres across the globe use 700 billion kWh storing unwanted photos, videos and other data. You know the stuff – the blurred shots, the duplicates, the overly long videos. But if we all deleted just 100 photos from our phones we’d save the same amount of CO2 as driving a car around the world 25,000 times. That’s why, on Digital CleanUp Day, we’re asking anyone with a phone to set aside 45 minutes to delete whatever they can.
Reduce your carbon cloud today
*LONDON, 20th March 2026 – M+C Saatchi Group UK and Bauer Media Outdoor have partnered with environmental charity Let’s Do It World to launch ‘Not on myPhone’, a new national campaign encouraging people to delete unwanted photos from their phones and reduce the hidden carbon footprint of digital storage.
The campaign launches across the UK from 20 March on large-format premium DOOH sites donated by Bauer Media Outdoor in locations including London, Manchester, Leeds, Glasgow and Edinburgh, positioned near major train stations and on busy roads to encourage commuters to delete unwanted photos.
Join the Movement
“Digital pollution is a growing issue that most people never think about. Every photo, screenshot and duplicate image stored in the cloud requires energy to maintain. Digital Cleanup Day encourages people to take small but meaningful actions to reduce their digital carbon footprint. ‘Not on myPhone’ helps make this massive problem visible and shows how simple behaviour changes can make a real difference.”Heidi Solba
President and Head of Global Network
“Digital sustainability is an issue that affects all of us, yet we often don’t feel any personal responsibility for it. By donating some of our most impactful digital outdoor sites to the ‘Not on myPhone’ campaign, we hope to help bring this hidden carbon cost into public view in a way that’s relatable, accessible, and behaviour-changing.”
Louise Stubbings
Partnerships and Creative DirQector at Bauer Media Outdoor UK
“Most of us have thousands of photos on our phones we will never look at again. We store them without giving it a second thought, or a thought for the energy it takes to keep them sitting on a server somewhere. Created in partnership with Bauer Media, this iconic campaign gets people to look again, driving behaviour change and encouraging the nation to take five minutes to clean up their carbon cloud.”
Guy Bradbury
Creative Partner at M+C Saatchi Group UK
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