BT Group’s brand purpose, Connect for Good was the foundation of an integrated creative approach to a social impact campaign, delivering change as well as gold-standard coverage across multiple media channels.
BT Group
Connect for Good
THE PROBLEM
The over 65s are the most vulnerable group online, with tech becoming a barrier to living life to the full. Our mission was to educate and empower this group and achieve impact by creating a campaign that delivered concrete change and amplified the BT Group’s Connect for Good brand purpose. The first hurdle? Get them interested.
OUR APPROACH
We invited legendary icons, former BBC Newsreader Moira Stewart and 1966 England World Cup Great, Sir Geoff Hurst, to host special digital skills sessions, in memorable settings.
THE SOLUTION
Teaching digital skills alongside enjoyable activities, created an opportunity for more than a hundred people aged over 65 to take part in a face-to-face digital skills training. Working with BT’s partner Ability Net, these engaging interactive sessions were delivered in accessible bite-sized sessions, with hundreds more registering to take part in the online webinar. The campaign films helped to raise awareness and confidence on how to navigate life online safely. Our press campaign delivered impressive earned national and broadcast coverage .
THE RESULTS
89% improved customer perception of BT Group
Broadcast on ITV’s national news bulletins and appeared on ITV’s Lorraine.
Coverage in every national news title including The Times, The Guardian, The Daily Mail and The Mirror.
