Client Overview
In 2024, UScellular (now part of T-Mobile) was the fourth-largest full-service wireless carrier in the United States. UScellular’s mission is to connect people with what matters. While technology is powerful, UScellular recognizes the unintended consequences technology has on daily life. Global Day of Unplugging is an annual awareness campaign that encourages people to take a step back from technology and instead turn to human connection.
The Challenge
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UScellular wanted customers to share how they participated in the Global Day of Unplugging. For every person who participated, UScellular provided a donation to the Unplug Collaboration. UScellular requested our help to amplify the event’s reach.
Our biggest challenge was to earn meaningful media coverage for a concept that discouraged the tech people we would utilize to spread the word. We needed to create urgency around a single 24-hour event, convince families and media outlets to engage with an anti-screen message and coordinate multiple markets and live events on a tight timeline.
The Big Idea
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We saw the Global Day of Unplugging as a chance to showcase UScellular’s mission in action to highlight the value of real human connection, while generating measurable community engagement. Our team designed a PR strategy that turned a single awareness day into a regional conversation, sparked local media interest and inspired families to participate.
Our Approach
To encourage participation, Lukas Partners led a PR campaign that included integrated planning, media relations, community engagement and distribution of news releases before and after events.
Integrated PR Planning
We built a narrative tying UScellular’s technology-with-purpose mission to the Global Day of Unplugging and crafted messages that resonated with parents, educators, community leaders and the media.
Media Relations
Community Engagement & Event Management
UScellular partnered with Screen Sanity to host in-person events that encouraged families to talk about screen time with their children. We managed event coordination that included setup and teardown and coordinated on-site interviews and photography for maximum coverage.
Post-Event Amplification
The Results
- 5.3M media impressions across Nebraska and Iowa
- Live radio interviews secured in four key Iowa markets
- 60 attendees at the first Screen Sanity Parent Night—50% above goal
- $50,000 donation from UScellular to the Unplug Collaborative from participant shares
Let’s Collaborate on Your Big Brand Moment
At Lukas Partners, we know how to deliver the results that make your brand unforgettable. From public relations to planning community events, our team can elevate your brand profile to a national audience. Let’s work together!
