This month, Three launched Feel At Home in an effort to relieve customers of mobile phone costs while abroad. A progressive idea, we think you'll agree.

But soon, Britain had a full-blown epidemic of holiday spam on its hands. You know the stuff. Envy-inducing holiday snaps we all love to hate, unless we're the ones bombarding our friends and family with it. Pictures of sunsets, hot dog legs, palm trees, plane wings, little lizards, cocktails and beach feet… 

On behalf of Three: we're sorry.

You see, Three thought allowing its customers to use their UK allowance in over 16 destinations, to call and text back home, and to use data at no extra cost was a good idea. Makes sense, right? But Three underestimated people's enthusiasm for posting holiday pics while abroad, and it became clear that it was time to do the right thing and apologise.

So we created a campaign together to help Three say sorry, and take full responsibility for the tidal wave of holiday spam hiting British shores.

A 60” TV spot set in the holiday spam crisis centre launches today, in which Three's spokesperson issues an apology to the public and urges customers to brag responsibly when sharing. 

Online, films focus on specific ‘problem areas’ of holiday spam, apologising for each one and introducing the public to a condition known as TSD – Travel Selfie Disorder, along with a cure: a visit to Three’s microsite, www.stopholidayspam.com There, you'll also find a handy holiday spam hotspot map, and updates on the current situation. 

The TV and online films are supported by a whole host of activity including a suite of OOH and DOOH executions in major sites around the UK, including airports, roadside sites, the epic BFI IMAX site and the new Waterloo motion screen, with specific apologies tailored to the kind of holiday spam people share from favourite destinations – statues in NYC, tilting towers in Pisa, marsupials down under. 

Please brag responsibly, kids. We urge you to sign the pledge to stop holiday spam here, and please, be vigilant. If you see it, tag it.

Tag that bragger with #holidayspam. 

Keep your eyes peeled over the coming weeks, there's a lot more to come.

Sorry.