NCTA - The Internet and Television Association
Building positive brand perception
role: creative lead
THE CHALLENGE
Most people take the internet for granted
The cable industry has a history of being unloved by consumers. But, what most people don’t realize is that cable is also responsible for the reliable high-speed internet that enables all of our connected experiences, including streaming video. The cable industry connects nearly 90% of US homes and employs at least 300 people in every congressional district. Their impact is felt every minute, but because the network is so reliable, it often goes unnoticed.
THE SOLUTION
Telling cable’s story
We have developed a series of campaigns representing the industry and bringing to light all that they do in order to build positive perception.
Expanding Access
When COVID forced students to learn from home, and parents to work from home, the cable industry doubled down its efforts to help low-income families get connected to high-speed broadband with free or reduced-cost service.
By telling the story of how internet access changed one DC resident’s life, we encouraged more families to get connected too.
Since 2020 more than 8.7M households signed up for service.
COVID Response
The internet has never been more essential to our lives than when the global pandemic forced everything online. The cable industry wanted to assure everybody that the network was strong and would be able to keep us connected.
Rural Expansion
The cable industry has been working to get every American connected to the internet. Now that it has become a national priority, it’s finally within reach.