Total 200 words used.
“The Love Connection” featured non-binary, transgender and gender nonconforming people to uncover important tipping points in which talent hinged on moments of connection, highlighting the foundations of community and support alongside unjust hardships and violence endured.
Distributed through social channels, the two-fold theme of the videos was connection, and how technological connection can support individuals through the ease of communication. Embracing AT&Ts flagship positioning, each video included the language “It’s not complicated” followed by an insight laddering up the Trevor Project, allowing AT&T to showcase itself as a brand supporting inclusion and connectivity from both a human and technological vantage point – and highlighting how straight forward the support of these communities should be.
Refining the most effective strategy for navigating sensitive topics within the LBGTQ+ campaign quickly became vital. The matter of protecting and empowering LGBTQ+ individuals was the initial reason the campaign was created, so AT&T sought to uphold that ethos throughout the campaign’s run. "The Love Connection” truly allowed AT&T to be in the spotlight as a brand of integrity and ethics by promoting inclusion despite contentious viewpoints.
To date, the series resulted in 7.7m views(+9% vs contracted view goal),18.5m impressions and 445k engagements.
Nomination Title: The Love Connection
