The Digital Divide

AT&T launched their Bridge to Possibility: Closing the digital divide, together, campaign. This is a company-wide initiative to drive awareness of the digital divide and the collective response needed to address it, including a $2 billion company commitment between 2021 to 2023, to help close the digital divide.
The digital divide represents the gap between those able to fully participate in the modern online world and those who cannot. For the millions living in the digital divide across the country, this isn’t a temporary inconvenience, it’s a daily reality. Left unaddressed, the digital divide could continue to be a chasm between the haves and have nots within our society. If we don’t urgently confront the challenges posed by the digital divide, we all miss the creativity, ingenuity and problem-solving of our peers and neighbors.
AT&T aimed to raise awareness about the Digital Divide issue by creating content that highlights the company's efforts in affecting real change within these communities. They set out to generate positive buzz and deliver a social-first experience that translates into real-life impact.
AT&T partnered with influencer firm JITTY and production company OUST to collaborate with influential individuals and celebrities who resonate with each city and its specific audiences. They engaged in discussions about important issues and topics centered around the digital divide. Additionally, in each city, they partnered with the respective influencers and celebrities to surprise and delight individuals within those communities. As a result, the brand was able to increase awareness around this important topic, generating over 7 million video views.