Luis M. Rodriguez

Across America, an Invisible Line Divides the Internet Haves and Have Nots

All over America, there is a line being drawn all around us. We can’t see it or touch it, but we can feel it. We know it's there. It’s an invisible line that marks the difference between isolation and access. Between adversity and possibility. The difference between getting left behind and pushing ahead. This invisible line has nothing to do with where we come from, but it can shape where we are going. It’s a line drawn by internet providers who simply decided that there wasn’t enough people to be worth the effort. To be worth the investment. A line that marks where these internet companies decided to stop trying.

When developing a cohesive brand platform for satellite internet provider Viasat, it became clear that we needed to create a story with a point of view, with a vision of what a connected world should be. But this vision had to be different than any of the other clutter and noise from internet providers touting speeds and technologies no one understands (even making some of them up, like 5G). So we developed one that spoke fundamentally at a human level and was centered around empathy, with short films that brought to life hundreds of stories and anecdotes discovered during research. People that were left out of coverage areas saw the internet as a necessity to do basic things like homework or connecting with family so we designed a campaign to show just that.

Our Campaign Manifesto

At Viasat, we believe that you deserve better. We believe that reliable unlimited internet access for all is essential. We believe it shouldn’t matter where you live. Because access means so much more than communication. It means running a business, it means getting an education. It means connecting with the world and with those who matter the most. What we do is not about barriers, lines or maps. It’s about people. And when it comes to people, a an invisible line should only mean one thing: connections.