THE LAST POST
T-Mobile has a strong internal initiative to work with the LGBTQ community in Seattle. So when we saw an opportunity to help solve a real problem in the local community, we came up with a social campaign that would help get the message out around the issue of LGBTQ teen homelessness.
Over 40% of homeless teens are LGBTQ. These teens are at greater risk for drug abuse, sexually transmitted diseases, and suicide already, and life on the streets only increases the risk.
But something rather simple can have a huge impact on their lives. Cell phones. For homeless teens, they are a safety net and crucial resource to survival. It’s a connection to social workers, emergency services, employment, and home.
So we created a movement where T-Mobile influencers would get the word out by creating one last piece of video content on their phone before they donated it, along with a message of hope. They would then donate their old phones so they could be refurbished and reused, helping teens who need it most and getting the word out about an important issue.
Role: Creative Director
Influencer LEad out
T-Mobile influencers would create one last piece of exclusive content on their old phones, encouraging their fans and T-Mobile customers to do the same. Each old phone that was donated was refurbished and given a new lease on life with a years worth of connectivity, then passed on to homeless teens to help connect them to vital services. As the movement spread T-Mobile fans would create their own ‘Last Post’ and help spread the message.
Perforated Shopping bags
When T-Mobile customers purchased a new phone in store, they were reminded of the value of their old phone and the difference it could make in a homeless teens life. To make it simple, you could punch out the perforated box from the shopping back, pack your old phone up and send it off to T-Mobile for cleaning and adding data before it was handed off to those who needed it most.
IN STORE
The campaign played out in store on the interactive screens. Customers could swipe through the exclusive content from the influencer or T-Mobile fans ‘Last Post’ and help inspire those in store to donate their own old phones and help homeless teens.
In-store takeovers
Taking over space usually reserved for the latest and greatest smartphones, we would sneak in old phones and messaging to surprise customers as to their value.