Get out your Kleenex. Cox’s powerful “One Call A Day” campaign surprised isolated seniors around the country with calls from Cox employee volunteers offering support and human connection. Cox captured audio recordings of daily calls from 10 seniors and their matches through remote production and filming exterior shots through windows of homes to maintain social distancing standards. The conversations are emotional, humorous and authentic. The campaign launched on owned social May 18 with just $10,000 in boosted Facebook and Instagram posts. The first three days of the campaign generated 800,000 impressions—with more than 100,000 views on Twitter in just six hours. It garnered praise inside and outside the industry, with sports teams and celebrity athletes stepping up to make their own calls to seniors. That resulted in new and unplanned videos that are still rolling out. And Cox employees are continuing to volunteer as the initiative grows and includes letter writing as well as phone calls.
Cox’s moving campaign showing employees reaching out to isolated seniors via phone calls during the pandemic isn’t just a feel-good moment. The conversations, chronicled in short videos, showcase the power of connectivity provided by Cox. The campaign was produced by Cox for The Connections Project—a series of initiatives that celebrate real people and real stories of connection. The series inspired many to reach out to others via anecdotal evidence on social media and with some celebrities getting in on the project.