Reaching Out

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TyreseIt?s a unique collaboration; one that aims to inspire African-Americans to reach for success. AT&T and One Solution have collaborated to launch a multimedia consumer awareness campaign that will inspire African-American and diverse communities.

AT&T and One Solution, the integrated corporate marketing arm of TV One and Radio One, have joined forces on a new consumer awareness campaign to bring the AT&T Rethink Possible slogan to life. This cross-platform campaign is designed to engage and inspire consumers to rethink what is achievable in their own lives via an online sweepstakes, “Imagine the Impossible,” at BlackPlanet.com and televised vignettes featuring four interviews of influential African-Americans who are changing the world we live in and demonstrating limitless potential.

?The goal of the campaign was to offer African-American consumers relevant and inspirational content through which to deliver AT&T?s brand commitment. We sought to deliver ?Rethink Possible? from a Black perspective so that consumers would be inspired. The partnership came about during discussions with AT&T about how to deepen its already positive relationship and engagement with Black consumers,” says Peggy Byrd, VP, Integrated Marketing, One Solution.

Profiled in the Iconic Achievers vignettes are R&B singer Tyrese Gibson, who grew up in Watts around “drugs, drama and dysfunction” but believed in himself and charted his own successful career path after winning a talent contest at the age of 14; Jennifer Jones Austin, senior vice president of Community Investment for the United Way of New York City; Mario Armstrong, a lifestyle technology entrepreneur and blogger who is working to educate people to leverage technology; and playwright Lynn Nottage, who wrote the Pulitzer Prize-winning play Ruined that is being produced into a film by Oprah’s Harpo Productions and HBO. The Iconic Achievers vignette series will run in 30-second spots on TV One with special excerpts on tvoneonline.com and BlackPlanet.com. The full 15-30 minute interviews are available on the AT&T U-verse platforms.

“It is a powerful and important opportunity for One Solution to partner with AT&T and deliver positive, meaningful, yet entertaining content to our audience – people who seek and deserve the best from their trusted media source. That is why this campaign is so important. It is a convergence of positive, interesting content delivered through a trusted source,” says?Byrd.

In addition, the campaign is running an online sweepstakes, dubbed “Imagine the Impossible”.?Participants can win $500 or a lunch date with one of the four influential African-Americans. Entrants must submit personal stories of how they beat adversity through hard work and dedication, or the use of technology. The online sweepstakes ends August 25, 2011.

TV One, launched in January 2004, reaches 54 million households. The network is a joint venture owned by Radio One, the largest radio company primarily targeting African-American and urban listeners; and Comcast Corporation. One Solution is the strategic and integrated marketing division of Radio One, TV One and Interactive One.?