AT&T supports initiatives that promote safety and inclusion for LGBTQ youth. For the 2017 back-to-school campaign, the brand wanted to promote on campus advocacy. Live Proud On Campus provided students a platform to submit a unique video proposal describing an initiative they would like to execute on their campus to impact LGBT equality, visibility and/or acceptance.
AT&T enlisted the largest national LGBTQ civil rights organization, the Human Rights Campaign, to lead a mentorship experience and create a one-semester curriculum for winning students. The mentorship experience provides an opportunity to further develop their network and experience with some of the most impactful leaders in the LGBTQ community.
Students were driven to att.com/liveproud to submit their videos and learn more about AT&T's campaign and offers. The site received multiple updates to support various stages of campaign messaging and experiences. The microsite was the hub for contest proposal submissions, voting, showcasing the finalists and unveiling the winners.
Results: 69 contest entry videos, 25,225 votes, $30K in scholarships rewarded, 246M Earned Media Impressions, +30 NPS improvement
