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Corporate Social Impact

Connecting Communities

With AT&T

Background

01 / Background

Everyone knows of AT&T as one of America’s leading technology companies. But most people don’t know that for more than a century, they have been dedicated to supporting the communities they serve. GMMB was hired to help tell that story—specifically, the story of AT&T’s Aspire Initiative, which was launched to increase high school graduation rates and prepare students for the jobs of tomorrow.

Years
2014 - 2015
Services
Advertising / Brand Strategy / Creative Content / Digital / Public Relations
Website
att.com/aspire
Strategy

02 / Strategy

As AT&T set out for major growth in 2014 and 2015, they asked GMMB to help elevate their reputation among opinion elites and influencers. AT&T Aspire, the company’s signature education initiative, was an excellent way to demonstrate AT&T’s commitment to the communities it serves and its mission to help America’s students prepare for college and career.

To bring the Aspire story to life, we explored the various programs of the initiative and their impact on students and communities across America. We determined the best way to tell the Aspire story would be to demonstrate the powerful way the program has changed young lives.

Work

03 / Work

GMMB worked with AT&T to develop an integrated campaign to effectively tell stories of the initiative’s success. On-the-ground events and local media outreach were complemented by television, radio, print, and online advertising. The campaign was phased into target markets across the country to further emphasize the vast reach and impact of the initiative.

One of the many programs spotlighted in the campaign is the Aspire Mentoring Academy, which connects students from across the country with AT&T employee mentors. GMMB worked with AT&T to identify stories and show the impact of their efforts—from boosting confidence in the classroom to helping students prepare for college—on film, on the radio, in print, and online.