MUSE Gold

2022

AT&T Forces of Change

Entrant Company

WarnerMedia - Courageous Studios

Category

Branded Content - Public Service & Activism

Client's Name

AT&T

Country / Region

United States

STEM education has a race problem – with a yawning gap in participation and achievement between Black and White students. To help close this gap and inspire more diverse participation in STEM studies, AT&T created “Forces of Change,” a docuseries that celebrates Black STEM role models by highlighting the breakthroughs of Black scientists from AT&T’s storied Bell Labs. Each episode gives a voice to these pioneers, examining how their groundbreaking inventions and legacies of mentorship continue to influence young Black STEM professionals. From the microphone technology found in our cellphones to advances in engineering, our short films showed the impact of building intentional STEM pipelines for the next generation of Black scientists and researchers. By showing audiences tangible Black contributions to the sciences and the importance of closing the education gap, “Forces of Change” boosted audience Favorability (+6%), Consideration (+17%) and Perception (+13%) of AT&T’s commitment to equality – and made a massive impact with 21M total views.

Credits

Hearts & Science
Kaila Roti
Hearts & Science
Jamie Darling
AT&T
Jena Atchison
AT&T
Megan Matlock
AT&T
Sandra Howard
Courageous Studios
Dan Seith
Courageous Studios
Emily Chao
Courageous Studios
Matt Seger
Courageous Studios
Judy Moy
Courageous Studios
Rose Annis
Courageous Studios
Akil Gibbons
Courageous Studios
Sean Brown
Courageous Studios
Paul Sundue
Courageous Studios
Otto Bell
Courageous Studios
Michal Shapira
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