You can’t uproot violence and poverty with 5 guys in a garage.
It’s an incredible story about a tiny handful from an AT&T garage who got fed up with the violence and poverty just streets away and believed for something different. 3 years later, from grassroots, a national movement was born and not from a savvy social campaign. The corporation “got the hell out of the way” and decided to build a better company from the inside out. They decided to invest in towers and networks of men in employees and in their struggling communities. Dallas, Atlanta, New York and many, many others caught the Believe movement fire. This project represents the choice to document and tell the story of all that good and those that roll up sleeves along side them. Below is a collection of what became a multi-agency passion project I led between BBDO NYC, Tribal, We Are Unlimited and Energy BBDO. The voice uses poetry slams written by a young writer who grew up and rose above these hardships. Much credit goes to Malik Sayeed, our director behind the camera, showing us a world of gang members who put down guns, homeless that found homes and stories of hope, loss and redemption. Thank you Malik, you’re a master.
we the believers
