UScellular continues to evolve its mission to help people build healthier tech habits and connect to what matters most. In the brand’s latest evolution of its “Built for US” campaign platform, we partnered with UScellular to create mid-funnel “story doing” content to give people more actionable inspiration to resolve the tech imbalance in their lives and connect more.

We identified a key insight: kids, not adults, have the perspective to help us resolve this tech imbalance. A study commissioned by UScellular found that 63% of youth say their parents ignore them due to phone use, while only 41% of adults admit to it.

To address this, we worked with UScellular to launch the Board of Connectors—a group of kids from UScellular Associates and the Boys & Girls Club—giving them a platform to help adults build better tech habits. Led by UScellular’s CEO, LT (Laurent Therivel), as the moderator, we created a four-part video series featuring focus-group-style discussions with the Board, offering fun and charming kid-centric ideas to unplug and play more.

The first video debuted just ahead of the Global Day of Unplugging (March 7, 2025), and the overall program was featured on The Drew Barrymore Show with UScellular’s LT, reinforcing the brand’s mission. As part of the initiative in connection to the Global Day of Unplugging, UScellular pledged $150,000 to the Boys & Girls Club to support unplugged experiences.

Also see the press coverage via PR Newswire