Cox Communications Brings Seniors Back Together With Touching New Initiatives

Cox Communications, the largest private telecom company in the U.S., launches two films as part of its Connections Project, a series of initiatives that celebrate real people and real stories of connection. In the face of a pandemic that’s spreading fear and isolation among older adults, Cox created two outreach programs - 'One Call a Day' and 'Virtual Senior Centres' - aimed at helping older adults connect and delivering on the core brand purpose in establishing real human connections.

“Cox has always known that the most meaningful connections are the ones people share with each other,” says Rachel Negretti, director brand strategy and new media. “We see it every day. We’re feeling it now in a socially distant world. These campaigns are about bridging that connection at a time when it’s needed, now more than ever.”

In partnership with creative agency 180LA, 'One Call a Day' is an employee volunteer program that matches them with a senior in need for a simple phone call offering encouragement, support and human connection. The three-minute film shares the story of isolated seniors across the country struggling to stay connected in a social distanced world. This ongoing initiative has more than 50 active volunteers and growing.

“This just goes to show how powerful, even life-changing, a simple phone call can be. We hope this work inspires others to reach out to someone in their own lives. Especially now.” says Mike Bokman, executive creative director 180LA.

The second initiative, 'Virtual Senior Centres' is a virtual experience created for senior centres whose patients are in complete isolation. It’s a story of resilience from active seniors at the Oasis Senior Centre in San Diego who are reunited virtually with their communities and friends after senior centres across the country were forced to close their doors. The two-minute film captures their joy as they virtually connect for the first time to take group art, exercise, philosophy class and other activities.

These films come on the heels of Cox’s recent Connection Project campaign called #NowMoreThanEver, a non-branded campaign which began the Covid-19 period by reaching people with messages of connection. From shopping carts, asking people to “help a senior they know get the things they need” to pizza boxes prompting them to call grandma, the effort was aimed to inspire people to reach out to communities, friends and family.

For more information on Cox's Coronavirus relief efforts, visit the website.