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The AT&T Hello Lab Mentorship Program exists to give an opportunity to underrepresented voices in the film industry, which is a cause close to our own hearts. The program launched back in 2017 and serves to lift up filmmakers who are women, people of color, and the LGBTQ community. In tandem with social content producer Fullscreen, we created and launched multiple pieces of editorial and social content across our social channels over the 6 month life of the program. This gave our audience an insider’s view as the 10 mentees wrote, produced, and directed their films under the guidance of Head Mentor Lena Waithe. Our campaign strategy consisted of multiple pieces of sharable social content launched over the life of the program, and culminated in an exciting video that brought to life the films produced and the power of young, diverse talent.