MUSE Gold

2023

The Digital Divide

Entrant Company

JITTY

Category

Social Media - Diversity / Equity / Inclusion

Client's Name

AT&T

Country / Region

United States

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.

Credits

JITTY
Jiten Dadlani
Oust
Kelsey Davis
Jalen Rose
Darren Woodson
Lauren Giraldo
Terrence Jenkins
Danielle Robay
Jay Mendoza
Lady Jade
Sam Salem
More Gold Winners
Publication
2023
MUSE Advertising Awards - Robotic Series--Book 1:  Rover Boy Gets Steamed Up!

Entrant Company

IEEE/IEEE-USA

Category

Publication - Book

Country / Region

United States

Integrated Marketing
2023
MUSE Advertising Awards - Vaccine - This is My Shot Integrated Marketing Campaign

Entrant Company

Atrium Health

Category

Integrated Marketing - COVID-19-Related

Country / Region

United States

Marketing & Promotional
2023
MUSE Advertising Awards - Blaze a Cheese Trail to the Golden State
California Milk Advisory Board

Entrant Company

Ignite2x

Category

Marketing & Promotional - Promotional

Country / Region

United States

Video
2023
MUSE Advertising Awards - 'Melencolia I' by Albrecht Dürer - SCADclass Ep.105
Savannah College of Art and Design

Entrant Company

Savannah College of Art and Design

Category

Video - Art & Design

Country / Region

United States