Page 47 - ATT DEI Annual Report
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Codes of Culture
W hat does it mean to rep the (212), (404) or (312)? In represents them.
2019, the answers were given through thousands of Some of their posts
posts, billboards, films, live events, radio campaigns, memes even made it to our
and more. outdoor boards. Intro Employees Communities Customers Content Suppliers Awards
The “Codes of Culture” campaign didn’t advertise a single And then we capped
phone. Instead, it celebrated the cultural meaning behind things off with immersive Area Code Days in each city. (212)
area codes. It let multicultural millennials in New York City, Day at New York City’s Terminal 5 celebrated the timeless
Atlanta and Chicago portray their generation, uncovering style of Harlem, paying homage to the iconic Dapper Dan.
the people, places, rituals and language behind their three (312) Day was a one-night-only street festival at Chicago’s
identifying digits. Revel Fulton Market that proved the Second City is second
to none. And (404) Day at the Ravine event space affirmed
We ignited the conversation about codes with hometown the new American Dream to be found in Atlanta.
heroes introducing the parentheses via social media posts 47
that shared their hometown pride. Influencers sparked An area code is more than three digits. It signifies our
discussions online, which we followed up with more traditional home. Our identity. Our culture. It represents what
outdoor and radio content to celebrate each code in the we stand for and where we belong. It’s the code that
real world. We launched our meme generator so everyone defines us. AT&T D&I Annual Report 2019
could create their own “It’s a ( ) thing” about the code that
