T-Mobile launched Project 10Million, an unprecedented $10.7B initiative aimed at delivering internet connectivity to millions of underserved student households at no cost to them. The program offers free wireless hotspots, free high-speed data and access to laptops and tablets, at-cost. Innovatively, T-Mobile selected BBBSA as a partner to deploy free devices to youth in the program, as a new approach to help youth outside of school have access to the internet for free.
The collaboration between T-Mobile and BBBSA was an authentic and integral component of the program's strategy, leveraging BBBSA's extensive network of 230+ local BBBS agencies in all 50 states across the United States. This collaboration provides access to youth who stand to gain significantly from complimentary internet and hotspots. Furthermore, the established trust and rapport that BBBSA has with participants and their families contribute to increased sign-ups, as the program may initially appear "too good to be true." This partnership facilitates direct access to youth, streamlining the sign-up process and maximizing the deployment of hotspots. BBBSA orchestrated the execution by rallying the agencies within its network to serve as hosts for hotspot communications, in-person sign-up events, and to address logistical barriers facing families, including challenges like a lack of email, concerns about the program, language barriers, and more.
T-Mobile's funding directly aided local BBBS agencies in hosting live sign-up events, incorporating technological advancements for efficient hotspot distribution tracking, and capturing compelling content and stories to bolster the storytelling aspect of the campaign. Activating with local agencies helped to build trust with families and increase sign-ups for free internet in the program. This collaborative effort ensured a comprehensive and impactful implementation of the program.
The success of our initiative was gauged by the achievement of our shared objective: the deployment of 10,000 hotspots to youth associated with BBBSA. Both parties monitored progress through a comprehensive CRM system, coupled with tracking unique hits to the T-Mobile registration page. This dual approach allowed for a thorough and accurate assessment of our success in meeting the targeted deployment goal. More importantly, the stories of parents sharing the impact of internet access for their kids while between activities, on the road and outside of school helping ensure connectivity and digital equity has been the real impact.
