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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.
AT&T decided that it was their responsibility to not only tell the stories of those impacted by the Digital Divide, but to make significant strides toward closing this gap. Beyond the company’s monetary investment in expanding access, affordability and adoption among these communities, the brand wanted to create a space for conversation among social users who likely did not know this problem even existed.
In exploring ways to tell today’s social users about the Digital Divide, we wanted the creative to be educational, but stay approachable. We landed on a docu-style series that would feel part travel guide, part social responsibility. Our host Kelsey (Forbes 30 under 30) led this tone, as the narrator of the series and someone whose life’s mission is built around connecting people to greater possibilities. Each episode paired our host with a thought leader from AT&T or from the communities they serve, and another, more wide-reaching talent - media personalities, athletes and comedians - to give their unique perspective on how their lives and careers have intersected with the Digital Divide.
10.7M total views, an average 51.3% engagement rate, and a net sentiment score of 92.29%
On the night of Post Malone’s country debut, we teamed up with Spotify to capture Posty’s Pregame event, giving top streamers a first listen of the album.
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.
Leveraging fan-favorite influencers and digital creators to spread awareness of DIRECTV's entertainment offerings across the internet
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