AT&T Soul Behind that Screen

In early 2016, we embarked on perhaps our most ambitious campaign with AT&T yet: tackling abusive online behavior, particularly among teens. Inspired by the harbinger call of Jane Clementi and the Tyler Clementi Foundation, we alligned with the All American High School Film Festival, numerous NYC leaders, including the Dept of Education, Mayor’s Office of Media and Entertainment, as well as NY State institutions from the Siena College Research Institute to the cities of Albany, Syracuse, Rochester and Buffalo to develop content, surveys, experiences, and assemblies that may stem the tide and sway the young public.

Activations and productions included: May ’16 ‘Spring Training’ for HS filmmakers from the NY/NJ region in DUMBO; August ’16 call to action and contest development; September ’16 interviews and content development among AT&T action groups in Dallas; October ’16 production of a Filmmaker HQ and 72-hr film festival in Times Square, as well as multiple press-conferences, dozens of interview sessions, facilitation of submission and juries among 15+ national teams of teens brought to NYC, and an awards show at Kings Theatre, Brooklyn; in November ’16 we produced a multi-city road show for debuting the Survey results and test-marketing the campaign’s 30-minute SuperFilm, and worked with a network of parents and student survivors, who continue to wrestle with the immense effects of unchecked cyber-bullying.

In 2017, with our amazing partners at the NYC DOE, City Council, and Common Sense Media, we debuted the film for parents and media at City Hall in Manhattan and followed with borough-based parent sessions around the city. It was complemented by a city-wide taxi campaign courtesy of NYC MOME. By all accounts a groundbreaking and successful campaign and film.

Go top