As AT&T prepared to expand its internet product footprint and increase penetration in Black communities, we were faced with the challenge of ensuring we were truly connected to local communities. As part of our newly launched purpose statement, "AT&T connects people to greater possibilities - through expertise, inspiration and simplicity," we made a commitment that we would walk the walk before we talked the talk in our ads. We launched "AT&T Barbershop Conversations" as a way to connect with local communities and understand the issues that were most important to them, in a space known as a hub of Black culture, the barbershop.
As Director of Diversity, Equity & Inclusion, I served as executive producer for this new series. Inspired by our sponsorship of the American Black Film Festival and the slate of films we elected to sponsor through our proprietary internal content platform, Equality First +, I conceptualized this forum, which would tour the United States and feature real local barbers, real community leaders and real AT&T employees living in those communities. I also oversaw production, post-production and publishing.​​​​​​​
From Dallas, to Houston, to NYC, the ongoing series has picked up two Addy awards and continues to drive improved brand awareness and affinity for the company, while also highlighting key areas where AT&T can partner with local leaders to drive greater social impact. This authentic connection in upper funnel leads to downstream impact on sales, LTV, as well as customer retention.
Back to Top