While the rest of the brands were focusing on bringing 5G to sports stadiums in huge cities, we knew that UScellular had a place to bring connectedness the towns overlooked by the industry. The rollout of 5G nationwide, heightened by conspiracy theories surrounding COVID-19, cast doubt on the integrity of wireless carriers. We want to remind people why they chose and could trust UScellular's service. We turned our social channels into a hub to showcase the people behind the service they count on, built for their neighbors, by their neighbors.

It wasn’t about taking a shot at the big conglomerates. It was about reminding our customers and prospects that good customer care and wireless isn't just reserved for the big city but that their town matters, too.