NCTA

The National Cable & Telecommunications Association needed an always-on social and video strategy for Beyond, its consumer advocacy arm. My team developed a laddered approach that used education and personal relevance to establish understanding, then activated support around specific legislative priorities as they arose. Broadband access benefits everyone, but almost no one understands how it works or why certain communities remain underserved. The pandemic underscored that broadband is an essential utility, motivating NCTA to engage. The challenge wasn't convincing people that access mattered, but closing a significant educational gap before asking audiences to take action. I led creative strategy and design execution across the campaign and served as the lead motion designer for the educational video series, Let’s Explore That. The series broke down complex infrastructure and policy topics into clear, approachable narratives, creating a foundation for more targeted, issue-specific campaigns tied to active legislation. The resulting work established a flexible framework that supported ongoing education and timely advocacy. Motion played a central role in shaping the tone and pacing of the campaign, helping Beyond build trust with audiences, respond quickly as policy conversations evolved, and become a leading champion for universal broadband access.