With loneliness a real problem for many, Cox helped bridge the divide with its “Grandstories” program, helping grandparents connects with grandchildren on social media. The company not only taught the elder generation to use the technology, but it created a moving series of films showing their journeys. The stories—which include a Korean grandmother passing down never-written-down recipes and a war veteran who lost his wife to dementia—were placed on social media for 12 weeks. Despite a modest budget, the stories resonated, scoring more than 18 million video views, 28 million media impressions and 21,000 social engagements from people saying they’d been inspired.
