AT&T

AT&T is one of the largest employers in the U.S., with a workforce spanning corporate offices and thousands of frontline environments. While the company invests significantly in employee wellbeing, not enough employees knew about them, or took the time to use them. Especially the busy, deskless teams who can't easily access this kind of information.

Our strategy focused on empathy and simplicity - we asked: what’s the benefit of Benefits? From our research, we knew that employees didn’t need more information, they needed less noise and more meaning.

So, building on behavioral psychology and nudging tactics, we developed a campaign that transformed large benefits into small, personal wins. The campaign was built to be as agile and diverse as the workforce it aimed to serve. And our hero message, "Good call", became a rallying cry across the company - encouraging employees to see each small wellbeing decision as a smart, commendable choice.

IN: listening and decoding barriers

We dug into employee interviews, behavioral data, and workplace contexts to uncover the key barriers: complex language, low visibility of benefits, time constraints, and general disengagement from the topic.

&: turning research into relatable action

We created a flexible creative platform - that used humor, storytelling, and employee voices to amplify their "Good calls". This reframed everyday decisions, like enrolling in dental care or logging into the Benefits Center, as empowering micro-actions worth celebrating.

OUT: embedding change where it matters

We deployed "Good call" where employees live and work:

• Garage and breakroom signage.

• On-site wellbeing activations and “Good call boards”.

• SMS campaigns and internal digital channels.

• Social media activations using #attgoodcall (in progress).

• Gamified rewards linked to positive wellbeing actions.

Because the campaign is simple and adaptable, the client is now creating their own "Good call" assets tailored to their needs:

• We provided visual, messaging and strategic guidance.

• AT&T internal teams are now writing, designing and rolling out physical and digital assets.

• We provide feedback and extra ideas where needed.

• The campaign has recently been rolled out externally, throughout AT&T stores across America.

"Good call" is more than a campaign, it’s a mindset shift. By celebrating small, personal decisions, we’ve helped transform benefits from a transactional topic into a source of pride and empowerment.

Frontline employees felt seen. Managers became amplifiers. Conversations started flowing. With every “Good call”, a culture of wellbeing and recognition took root across teams and departments.

Celebrating small choices can drive large-scale engagement.

• Recognition is a powerful motivator, even more than information.

• Complexity kills momentum. Simplicity invites action.

• The best campaigns start with listening, not assuming.

• Real change happens when communications are woven into daily life, not layered on top of it.

• Increased use of the Benefits & Wellbeing Center, especially among deskless workers.

• Higher employee satisfaction with benefits information.

• More confident, informed decision-making across benefit options.

• UGC and peer-to-peer engagement through “Good call” stories in internal channels.