We needed to find a way to highlight AT&T’s allyship and support of The Trevor Project, increase awareness of AT&T’s long-standing commitment to the LGBTQ+ community and shine a light on the challenges the community faces.
Reach
7.7m
views
+9% vs contracted view goal
8.5m
impressions
445k
engagements
“The Love Connection” showed LGBTQ+ individuals fighting to live authentically through a five-part video documentary series. The importance of human and digital connection is highlighted through each video, allowing AT&T to shine as a brand promoting connectivity through technological services which successfully creates and maintains supportive relationships.
Brand Perception Results
+19%pp:
“AT&T supports the LGBTQ+ community through digital access & active allyship.”
+11%pp:
AT&T supports the LGBTQ+ community through digital
+11%pp:
“AT&T cares about the LGBTQ+ community by Giving back.”
“The Love Connection” series was a major success, reinforcing AT&T’s commitment while also proving a success for both the Trevor Project and ATTN: in gaining exposure for the benefit of the LGBTQ+ community.
Customers were more likely to rank AT&T as a company upholding acceptance and regarded AT&T as an ally to the LGBTQ+ community.