As part of Comcast’s commitment to accessible products and services, the company developed the industry’s first talking guide, a voice-guidance feature that gives customers with visual disabilities the freedom to independently explore thousands of TV shows and movies.

Given that one-third of American households have someone living with a disability, we knew this story was for a much larger audience. We wanted to help everyone understand what entertainment is like for a person with disabilities—just how rich and unique it is. So we asked Emily, a little girl who is blind, what she sees when she watches her favorite movie, The Wizard of Oz. Then we worked with Emily to bring her vision to life, creating a truly universal entertainment experience. “Emily’s Oz” debuted at the Oscars and was accompanied by robust documentary content and a rich web experience so everyone could experience her magical world.

We built our communications plan around the Oscars. The plan included PR prior to the Oscars in places like the WSJ and on The Today Show, paid posts on social channels and shares from handpicked social influencers. Our big media moment was the Oscars, during which we aired the 60-second spot. Next we launched our search and YouTube ads and ramped up paid social placements to leverage the growing conversation. Cinema spots hit people running out to see the buzzy Oscar titles, immortalizing “Emily’s Oz” on the big screen. “Emily’s Oz” was also featured on our Video On Demand platform.

“Emily’s Oz” was Comcast’s most buzzed-about campaign ever. Many of our key metrics on internal and external channels broke industry standards and shattered our own best records. We saw negative social sentiment for the brand reduced from 50% to 0%—a first for the brand. The spot was featured in 80+ stories across TV, Radio and Online, and it accumulated 11.9M video views—11x more views than any other Comcast spot has garnered. And over half a billion total impressions—254M earned. The spot also garnered more Retweets than any post in Comcast history. And we set new engagement records for brand campaigns (4.6%). The campaign was embraced universally, receiving personal praise from L. Frank Baum’s great-grandson. And it made a lot of employees proud. By understanding and respecting a community, we connected with them on a deeper level. And in doing so, we set a new bar for accessibility communications.