AT&T Mobility: The love connection

Telecommunications company AT&T created The Love Connection campaign to spotlight its support of The Trevor Project, a non-profit serving young LGBTQ+ people.

Campaign details

Brand: AT&T MobilityAgency: Hearts & Science, ATTN:Region: North America

Strategy

Objective

In June 2021, AT&T committed $750,000 in further support of The Trevor Project, an organization aimed at suicide prevention and crisis intervention for LGBTQ+ youth. We needed to lift perceptions of AT&T's commitment to the LGBTQ+ community, and their role in supporting through digital access & active allyship, outperforming benchmarks.

We needed to highlight AT&T's allyship while helping the community thrive and find a way to further support the community with our campaign.

Target Audience

We wanted to reach the LGBTQ+ youth...

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