# CHARACTER COUNT
SPEAKING TO THE African-American community without pushing products
wHAT THEY NEEDED
AT&T wanted to boost sentiment in the African-American community without pushing products.
WHAT I DID
I led the creative team in design thinking exercises to better understand the problems facing our segment. As a result, we decided on a problem that AT&T could help solve - underrepresentation in mainstream media. From there, it was my job to advocate for our users and meet them where they already were.
I advocated for running a social media campaign based on Twitter. Black Twitter is hugely influential within the African-American community and also drives national conversations (see: #OscarsSoWhite and #MeToo). Despite this, Black Twitter is rarely addressed by advertisers. This gave AT&T the chance to do something new and create genuine, positive brand sentiment.
We were very lucky to have Black Panther's Michael B. Jordan as our celebrity talent for #charactercount. I advocated for using Michael B. Jordan's account rather than the brand's to create a more authentic sentiment.
I created the wireframes (see below) to sell AT&T on the concept of a social media-based campaign.
The project was ultimately cancelled, but it was a huge step toward ux-driven advertising for our client.
If the project had continued, I would have helped craft the messaging of the posts and tracked analytics.