CASE STUDY:
AT&T Pride Marketing Program
CASE STUDY:
PROJECT:
AT&T LGBTQ+ Marketing & Communications
CLIENT:
AT&T
AGENCY:
FleishmanHillard
YEARS:
2012–2016
ROLE:
SVP, Creative Director
CONTRIBUTIONS:
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Creative strategy
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Creative direction
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Campaign development
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Art direction and design
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Integrated communications
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Photography and video direction
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Team leadership
CHANNELS:
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Digital and print advertising
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Direct mail and email
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Social media
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Event activation
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Photography and video
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Corporate communications
CHALLENGE
Connect with LGBTQ+ audiences in a way that felt culturally relevant and authentic—without separating them from the broader AT&T brand or relying on predictable Pride imagery.
SOLUTION
Create a flexible campaign system that balanced subtle signals of inclusion with AT&T’s established voice and could extend across products, channels, markets, and seasons.
IMPACT
An event-support assignment developed into a national, year-round program spanning advertising, direct marketing, events, social media, photography, video, and corporate communications.
Building an Authentic Connection
AT&T had a long history of supporting LGBTQ+ employees. In 1975, the company became the first major American corporation to prohibit discrimination based on sexual orientation, and it later became an early adopter of transgender-inclusive healthcare benefits.
Although AT&T had a meaningful history to share, it had only recently begun marketing directly to LGBTQ+ consumers.
The initial assignment focused on supporting a New York City Pride event with banners, stickers, flyers, and other on-site materials. That focused project soon created an opportunity to develop a much broader relationship between the brand and the community.
Finding the Right Balance
AT&T was also preparing advertising around Pride to promote a new wireless device. Early creative based closely on the general-market campaign did not create enough relevance for the intended audience.
However, the answer could not be an overly literal or stereotypical representation of LGBTQ+ identity. The work needed to acknowledge the audience while remaining inclusive, respectful, and unmistakably AT&T.
The formal campaign brief summarized this tension clearly:
“Don’t single us out, but don’t leave us out.”
That principle became an important filter for the work. Every execution needed to connect authentically with a specific audience without making that audience feel separated from the larger brand.
Creating a Flexible System
My team was asked to expand its role beyond event support and develop the advertising as well.
We created a flexible visual and messaging approach that incorporated LGBTQ+ imagery, cultural references, products, and promotional offers while remaining grounded in AT&T’s established visual language.
Rather than relying heavily on familiar Pride symbols, the creative used more subtle signals of inclusion. This gave the work cultural relevance while allowing it to adapt across different products, markets, formats, and seasons.
The campaign extended across:
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Online display advertising
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Print and publication advertising
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Facebook advertising
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Direct mail
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Email marketing
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Pride event materials
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Market-specific activations
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Original lifestyle photography
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Video communications
Because suitable stock photography was difficult to find, the team also produced original imagery that could represent the audience more authentically while remaining aligned with AT&T’s brand.
From a single pride event to a national, year-round communications program.
The work grew across products, markets, channels, and ultimately into AT&T’s broader corporate communications structure.
Expanding Beyond a Single Moment
Following the initial event and advertising work, AT&T developed a formal national campaign promoting wireless devices and U-verse to current and prospective customers.
The program was organized around several periods throughout the year:
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Pre-Pride
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Pride season
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Post-Pride
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LGBTQ+ History Month
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Holiday shopping
This structure transformed the work from a seasonal execution into a sustained communications program. It supported national wireless marketing, selected U-verse markets, and Pride events in six target markets.
Additional communications were developed around the GLAAD Awards, Spirit Day, workplace inclusion, community partnerships, and other ongoing initiatives.
From Audience Marketing to Corporate Communications
By 2016, AT&T’s LGBTQ+ communications had progressed well beyond seasonal advertising and product marketing.
The company was now presenting its commitment through four connected roles:
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Employer
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Supplier
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Marketer
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Community partner
The program expanded across national and regional media relations, proactive and responsive social media, internal communications, newsroom content, executive and employee stories, community partnerships, and digital thought leadership.
Pride remained important, but it was no longer the complete strategy. LGBTQ+ inclusion had become an established part of AT&T’s broader corporate narrative.
The Outcome
What began as focused event support developed into a sustained, national marketing and communications program.
The work received positive responses through social channels and at live events, while its scope continued to grow across products, audiences, markets, seasons, and corporate initiatives.
As the subject became less specialized and more firmly integrated into AT&T’s brand, the program ultimately transitioned into the company’s broader advertising and corporate communications structure.
Have a complex audience or message to reach?
Let’s create a communication system that connects clearly, authentically, and across every relevant touchpoint.