• by Larissa Faw , December 9, 2015

Nearly one in two low-income families lack Internet access in their homes, making it difficult for children to do their homework and parents to do everyday tasks.  

In order to help bridge this digital divide, one of Comcast's biggest corporate social responsibility initiatives is Internet Essentials, a program that offers broadband internet to low-income families for $9.95/month and access to a $149 computer.  

Now, Comcast and its agency SS+K are introducing an awareness campaign to make sure families know about this program. 

One spot, called Language shows a tween boy eating his cereal and reciting Chinese, ending with a voiceover explaining that the Internet serves as an educational resource. 

The media buy, handled by Mediavest, is highly-targeted with local tactical placement across 10 markets: Baltimore, Chicago, Detroit, Fresno, Houston, Memphis, Miami, Philadelphia, Salt Lake City, Washington DC. 

The campaign uses OOH media to target families via laundromats, church sponsorships, barber shops and salons. The effort will also run in more traditional channels, such as newspapers and radio.  

So-called “cash jackets” are another tactic being deployed in the campaign. These full color envelopes are handed to the check cashing customer with their money inside enabling an advertiser to wrap their message directly around the customer’s cash, receipts, or documents. With a lifecycle of between 2 and 5 days this media travels with the customer for extended periods of time and is often seen by many others, say agency executives.