A Touchdown for 5G & Spectrum Policy

Goal

Verizon faced the urgent need to advance a complex policy objective: securing spectrum to handle rapidly increasing 5G network demand. The challenge was translating a Consumer Connections Report into a compelling, human-centered narrative that policymakers and the general public could understand and support, cutting through the dense policy noise.

Strategy

I built a strategy to move the issue from data to culture. The core play was activating a high-impact event partnership and surround-sound media amplification to bring the evolving team and fan experience to life.

Activation

• Paired Verizon's technical insights with a cultural icon.

• Secured NFL Icon Tom Brady as the messenger, linking his Super Bowl preparation directly to the power of Spectrum connectivity.

• Amplified this narrative across a 360-degree campaign (event, social, newsletters, site, podcast) to reinforce key messaging themes.

Impact

The campaign successfully humanized 5G policy for both policymakers and fans, gaining significant yards for Verizon's public affairs priorities.

• 569k+ policy influencers reached

• 250+ in-room event attendees

• 8+ messages across 360 degree campaign including 8+ channels reinforcing key messages spanning:

  • Consumer insights

  • Technology and innovation

  • Economic impact

Accolades

• SABRE Finalist | Special Event - Public Affairs