The U.S. cable industry had a big problem: while people love what the industry provides, many also love to hate the industry itself. The NCTA, the industry’s principal trade association, challenged POSSIBLE to shift public perspective for the better. We tackled the challenge head-on by creating the Onward, Internet campaign, designed to shift sentiment by initiating a genuine, engaging dialogue between the NCTA and the people it serves.
The campaign targeted one topic we can all agree we love: the internet. The conversation started with one question - how do you want the internet to advance? We didn’t just passively talk the talk. We walked the walk by installing both virtual and physical suggestion boxes in NY, SF, and DC, creating retro space age designed graphics and video, and collaborating with influencers to rally public participation.
The campaign saw thousands of submissions across the country - as well as PSFK and The New York Times. Onward, Internet generated a lot of buzz, but it also gave NCTA companies a better understanding of what their customers want, valuable input that has already started making real changes in the cable industry as a whole.