It’s hard to believe that in 2022, issues with gaining access to the internet isn’t just a problem found in third world countries. Millions of Americans in rural and underserved communities are living without access to the information they need to thrive in this modern world. In the same age where technology is more advanced than ever, there are still families living with little to no connection to the broader world: this is the Digital Divide.
Knowing this, AT&T decided that it was their responsibility to not only discover why these communities were disconnected, but tell the stories of those impacted by the Digital Divide and make significant strides toward closing this gap. As a part of the company’s monetary investment of two billion dollars, AT&T has committed to making connectivity more affordable for customers through programs that both gift and reduce the cost of access to the internet - specifically and intentionally in communities that have lived in the Digital Divide for so long. To further broaden the reach and impact of AT&T’s efforts, the brand wanted to create a space online for conversation among social users who likely did not know this problem even existed.
Unlike other creative campaigns that aim to spread awareness of a brand and its offerings, we wanted to document our team listening, just as much as we were sharing. By amplifying the stories of underprivileged or remote communities to a hyper-connected socially-savvy audience, we could spread the urgency AT&T feels in raising awareness of the Digital Divide while keeping our message approachable and authentic.
We identified a partner in our host Kelsey (Forbes 30 Under 30,) whose life’s mission is built around connecting people to greater possibilities. A micro-influencer, we wanted to hand the mic to someone who could create a space for human-to-human conversations, placing people at the center of our story, rather than the brand.
In partnership with AT&T’s regional public relations and community outreach teams, we built a docu-style series that would feel part travel guide and part social responsibility. Speaking to community leaders allowed us to determine what each location needed - whether that be uplifting visits from community leaders and influencers like Terrence J, or a number of new laptop computers for students at an HBCU, or a schedule of English courses for community members in a primarily Spanish-speaking neighborhood.
With buy in from the highest levels of executive leadership - including John Stankey (CEO, AT&T Inc.) and Lori Lee (CEO, AT&T Latin America & Global Marketing Officer, AT&T Inc.) - AT&T took an active participating role in the series, traveling with the crew and participating in our stops across the country. Our first stop was rural Vanderburgh County Indiana, where one-third of the population did not have access to fixed broadband solutions. A live event featured AT&T CEO John Stankey headlining a fiber launch with state and local leaders - the joint effort between the county and AT&T demonstrated the value of public-private partnerships.
While AT&T is doing the long-lead work of building out broadband and fiber networks across the country, the team on the ground was armed with devices to give away to those that need them the most. We connected with people impacted by the Digital Divide at AT&T’s Connected Learning Centers across the country and heard first hand about the daily challenges and realities its members face. There is still more work to be done, but in the meantime, AT&T is committed to telling these stories and shining a light on those making a difference until together we can close the Digital Divide.
If you saw this campaign, you’re one of the connected - and the campaign reached connected users to the tune of 10.7M total views - but that’s just the online impact. IRL, we brought high-quality connectivity to more than 20,000 customer locations across the country.
Social posts from the series have an average engagement rate of 51.3% including views, and a net sentiment score of 92.29%. We placed stories in over 90 outlets – including Bloomberg and Forbes – reaching over 107.8 million impressions to deliver this message: Everyone should have access to the digital resources they need to reach their full educational, economic and professional potential.
While AT&T is doing the long-lead work of building out broadband and fiber networks across the country, the team on the ground was armed with devices to give away to those that need them the most. In season 1, we distributed connected devices throughout seven regions across the United States - Vanderburgh County, IN; Dallas, TX; Houston, TX; Detroit, MI; Pebble Beach, CA; El Paso, TX; and Kenwood, OK. We connected with people impacted by the Digital Divide at AT&T’s Connected Learning Centers across the country and heard firsthand about the daily challenges and realities its members face. There is still more work to be done, but in the meantime, AT&T is committed to telling these stories and shining a light on those making a difference until, together, we can close the Digital Divide.
