The idea was to give a lifelong football fan the chance to see his beloved team play for the first time in 30 years. It was born out of the insight that technology and entertainment play a profound role in the lives of people with disabilities. AT&T is a unique company because it has the ability to provide both technology and entertainment solutions to those who are blind or low vision through partnerships like Aira as well as a text-to-speech settings for DIRECTV users and digital improvements including screen reader compatibility and keyboard navigation.

AT&T is committed to leveraging technology -- to improve accessibility wherever and whenever people need it while helping other companies improve accessibility in their products. AT&T wanted to devote a marketing campaign to an important segment of people while telling compelling stories about their extraordinary achievements.

In the Spring of 2017, the AT&T team developed the Experience More campaign to highlight and celebrate how the blind and low vision segment live full lives through technology. A content series showcased blind and low vision individuals doing extraordinary things: running the Boston Marathon, winning MasterChef and escaping the World Trade Center on 9/11. These stories highlighted the importance of technology, and included AT&T and Aira callouts.

Our campaign culminated with a once-in-a-lifetime experience at the home of the Dallas Cowboys: AT&T Stadium. On October 1st, 2017, legendary NFL Hall of Famer and former Dallas Cowboys running back, Emmitt Smith, played the role of Aira agent, narrating the play by play of a game to a lifelong and visually impaired Cowboys fan. AT&T captured this special experience and released a video to help bring awareness of the role that technology can play serving the blind and low vision community.

The collaboration between AT&T and Aira is one of shared successes.

The AT&T Experience More campaign with Aira and Emmitt Smith drew more than:

• 1.5 million video engagements

• 15 million PR impressions

• 27.4 million social and digital impressions

National Federation of the Blind is the largest group of blind and low vision people in the world. Since 1940, they have made only two startup investments. In 1969, they invested in an optical character recognition reader from Ray Kurzweil who is currently the Artificial Intelligence lead at Google. Fifty years later, in 2017, they invested in Aira. Aira has the blind/low vision community support with the VP of World Blind Union calling Aira "The Dawn of Independence” which is significant as this is a leader of the blind community who has seen all types of technology.