Ben Bass

When you think of innovative, grassroots solutions to the problems of urban America, AT&T might not be the first thing that jumps to mind. But inspired by the efforts of employees in their garages on the South Side of Chicago to tackle violence and poverty, AT&T has developed a brand new kind of corporate community engagement.

Rather than a traditional, centralized CSR program, AT&T Believes is led by local employees across the company’s massive nationwide footprint — one that touches every community in America. By giving decision-making power to the people who live, work, understand, and take pride in those communities, AT&T is spurring partnerships and progress in America’s cities with scale and effectiveness no other large corporation can match.

So how do we bring this story to the world? Well, a program as revolutionary and novel as Believes deserves communications unlike anything AT&T had ever produced. So we put together a campaign that stood out from the corporate norm in tone, in execution, and in its focus on the true heroes of this story: AT&T’s employees, the Believers.