For many of us, the internet is an everyday resource—it’s always there as we study, work, and connect with the world. But for tens of millions of Americans, reliable, high-speed broadband isn’t just out of reach—it’s a barrier that silently holds them back, limiting opportunity and making dreams feel impossible.
AT&T set out to change that by bringing this issue into the light through the power of human stories. For those unaffected by the digital divide, it can be an invisible problem. But as a connectivity provider, it’s something we obsess about.
Behind every statistic is a real person—a student struggling to keep up in school, a job seeker unable to apply online, a small business owner forced to limit their ambitions. AT&T knew that by giving these voices a platform, it could do more than just raise awareness—it could ignite change.
This wasn’t just about telling stories. It was about action. AT&T pledged $5 billion to help 25 million people get and stay connected by 2030—because access to high-speed internet can connect people to greater possibility. And that connection has the power to unlock potential, create opportunity, and change lives.
Numbers alone couldn’t capture the depth of the digital divide—so we turned to the people living it. Teaming with ATTN:, a cause-driven media company, we set out to tell a deeply human story. Our documentary, Route to Connection, doesn’t just highlight the problem—it brings viewers into the daily struggles of those navigating life without reliable internet.
The setting was just as critical as the story itself. Amarillo, Texas—one of the least connected cities in the U.S.—became our backdrop. Nearly half of its residents lacked adequate broadband access, spanning backgrounds, economic statuses, and ages. It was also a place of change, as AT&T was expanding its broadband network.
Given the sensitivity of the topic, we enlisted a Texas-rooted director and executive producer experienced in amplifying marginalized voices. The result? A six-month journey following three Amarillo residents, each struggling with unreliable internet:
Serges, an African refugee and small business owner, whose dreams of expanding his translation service were held back by slow internet.
Vicky, an educator earning her degree online, forced to conduct coursework from her car in her sister’s driveway just to get Wi-Fi.
Natalie, a high school student in pursuit of a welding career, struggling to complete online assignments without a high-speed connection.
The documentary captures not just their challenges but their moment of transformation when AT&T Fiber arrived—showing, in real time, how connectivity changes lives.
To amplify its impact, Route to Connection premiered at the Tribeca Film Festival, followed by a co-branded screening in Los Angeles where attendees could experience AT&T’s Mobile Connectivity Center firsthand. AT&T employees across the company also participated in a special screening of the film, reinforcing its commitment to bridging the digital divide.
But awareness wasn’t enough—we wanted action. The documentary became part of Amazon Prime Video’s Stream It Forward initiative, ensuring every view translated into real change. Each stream contributed to a $150,000 donation to the Maverick Boys & Girls Clubs of Amarillo, which hosts one of AT&T's Connected Learning Centers. Here, club kids benefit from computers, high-speed internet, and educational resources provided by AT&T.
The story didn’t end there. A multi-platform social campaign spread the message far and wide, with bite-sized trailers, personal ‘Day in the Life’ reels, and behind-the-scenes content running across Facebook, YouTube, Instagram, and TikTok—meeting audiences where they already were.
For those wanting to go deeper, AT&T launched the Route to Connection microsite, offering additional content about the people behind the stories and AT&T’s work to connect more than 22,000 households and businesses in Amarillo to life-changing internet.
This wasn’t just a film. It was a movement. A testament to the power of connection—not just in megabits per second, but in unlocking dreams, opening doors, and transforming lives.
By blending compelling human stories with meaningful action, AT&T didn’t just raise awareness—it ignited change, making an overlooked issue impossible to ignore.
Our Route to Connection documentary didn’t just reach audiences—it moved them. With 5.5 million views and another 17.2 million from social cut-downs, the film sparked 190,000 engagements and clicks. The impact rippled further, generating 247 million media impressions, including 208 million earned—shedding light on an issue long in the shadows.
And people felt it. A RealEyes biometric study showed deep emotional resonance, with attention volume surging +6% above norm, +12% for the hero video, and engagement climbing +4 points—an extraordinary feat for a 14-minute documentary, well above the norm for 3-minute+ content.
But this wasn’t just about engagement—it was about transformation. After watching, brand favorability for AT&T soared +24%, purchase intent jumped +29%, and perceptions of AT&T’s impact in underserved communities rose +27%. The association between AT&T and expanding high-speed internet access grew +24%, reinforcing its role as a force for good.
Most importantly, the campaign led to real-world action. Through Amazon Prime Video’s Stream It Forward initiative, we raised $150,000 for the Boys & Girls Club of Amarillo—home to a new AT&T Connected Learning Center, part of a $24 million commitment to lasting change.
This was more than a campaign—it was a movement. AT&T proved it’s not just a service provider, but a catalyst for progress, driving a +14% uplift in the desire to learn more about bridging the digital divide.
