While the telecommunications category often emphasizes technology over people, Cox takes a more human approach, using technology to bring people closer. But with the past two years of lockdown restrictions, there was one challenge that seemed impossible: a simple hug.

Sure, people could connect remotely, but no video call can replace hugging a loved one. Even studies show the importance of hugs for our mood, health and wellness.

But when we can’t be together, how can we embrace the people we love?

To unite loved ones across the globe, Cox launched The Hug Project, an initiative that brings virtual hugs to those who can’t be together in person.

Partnering with wearable tech brand CuteCircuit, Cox developed the Hug Vest, the first-of-its-kind haptic suit that allows people to hug from anywhere in the world. Embedded with haptic micro-actuators, the WiFi-enabled vest perfectly recreates the sensation of an embrace, so when one vest wearer hugs themselves, the pressure from their hug is instantly felt by their loved one. Specifically designed to be inclusive, the Hug Vest fits people of all sizes, those with disabilities, and the immunocompromised—from its easy-access drawstrings to its germ-resistant fabric. 

Hug Vests were sent around the world to families of the immunocompromised, immigrants who haven’t seen their siblings in years, military members, and more, so they could recreate the hugs they’ve missed for so long.

Cox shared these real, genuine stories at the center of its campaign, and the response was extraordinary. Videos were viewed millions of times and Cox’s customer base grew to its largest yet—reinforcing its perception as a human-first company that fosters real connections.                                                                                                    

With every virtual hug, The Hug Project brings Cox’s purpose to life. Even now, it continues to grow, bringing more people closer, one embrace at a time.