Helping UScellular take a stand on healthier digital habits — with storytelling that feels human, not heavy.

SERVICES: Creative Brief and Strategy Development

The Moment

UScellular (USCC) wanted storytelling content that would further cement them as a leader in helping create healthier digital habits. They wanted to take a stand and have a voice in this important cultural conversation, but in a way that was lighthearted and optimistic.

The Work

So we said — what about kids?

Sure, there’s an awful lot of conversation and concern about the effects of tech on kids — from think pieces and documentaries to parenting books and newsletters, to seminars and workshops. Basically, kids’ relationship with technology is something we’re all being made more and more aware of and thoughtful about.

But like… who’s watching the grownups?

After all, 70% of USCC customers reported they’re at least sometimes distracted by their smartphone when spending time with their kids.

Our work was grounded in research from USCC’s own customers and from real kids about their parents' tech use, as well as trendwatching Gen Z and Alpha’s shifting tech views.

The Insight

These distracted parents, disconnected dinner tables, and divided attention were speaking loud and clear: It’s time for the next generation to speak up — and help bring a dose of sanity to their elders.

And look, this topic can get heavy fast. We had to nail the tone and not get sucked into the doom-and-gloom vortex, or get preachy. USCC is for fostering connections. Small changes that add up to meaningful change.

Our brief had to guide us to stay rooted in realness and relatability. Hope and helpfulness.

The Shift

So our brief challenged:

What if UScellular flipped the conversation — and empowered kids to have a voice in helping the adults in their lives build happier, more balanced tech habits?

The creative answer back was The Board of Connectors — a group of real kiddos from Boys & Girls Clubs and children of UScellular associates. These kid “experts” were enlisted to help the USCC CEO inspire people to “spend less time on their phones and more time together.”

It just might make you want to hold a cookie brainstorm… and put your phone in a great white shark’s mouth.