COX’s mission is to help people have more real, human connections.

Yet to many of its customers, COX was just the regional cable and internet provider they’re stuck with – a utility bill at best – not a brand that shares their values.

We wanted to change that.

The objective: To strengthen COX's relationship with its customers by improving overall brand sentiment and trust in a highly commoditized (and negatively perceived) space.

The challenge: Show people that COX is not just a number you call when service is down at home, but a brand you can count on when human connection is down in society.

The brief: Create bold, real-world solutions that bring Cox’s brand purpose to life by providing real, human connection where it’s needed most.

In order to combat loneliness and isolation during the early days of the country’s COVID-19 response, we launched a nationwide volunteer program, partnering Cox employees with seniors for daily phone calls. The volunteers committed to checking in on the seniors once a day, offering support and connection.

In the wake of COVID-19, the world seemed more disconnected than ever before.

No group felt this more acutely than seniors, many of whom live alone and were now being strongly cautioned to stay indoors, restricting their already meager interactions and putting them in an unprecedented state of isolation.

COX had to step up, and we knew that even a small gesture was enough make a difference:

A recent UK study found that 88% of people think small moments of connection, such as small talk or checking in with someone, are valuable ways of tackling loneliness.

As the pandemic progressed, we noticed the simple act of calling someone on the phone had taken on greater significance. For many, phones had become a connection lifeline.

So we asked ourselves: Can one phone call a day help fight loneliness in even the harshest of circumstances?

One Call A Day ran over the course of 2 months on online and social platforms, including Facebook, Instagram, Twitter, and YouTube. This campaign ran in all 18 states in the Cox footprint.

155,306,573 total impressions

15 million views

252k engagements

63% positive sentiment

Lasting, meaningful connections that continue to this day.