The Web Marketing Association is proud to present this 2025 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best Non-profit Online Video
America is on a mission to connect every community, far and wide, to high-speed internet. Billions of federal and state dollars are being dedicated to this cause, including $42 billion from the 2021 Bipartisan Infrastructure Deal. But why are 10 million Americans still waiting for reliable internet service? To raise policymaker and stakeholder awareness of the exhaustive and daunting work of delivering internet to every community, NCTA – The Internet & Television Association, partnered with DMI to produce a 20-minute documentary and integrated campaign. “Every Last Mile” chronicles the monumental challenges faced by America’s broadband providers to build networks in the most rural and remote communities. Highlighting three broadband expansion projects in Alaska, Arizona, and Minnesota, the film reveals to viewers the physical, geographic, logistical, and regulatory challenges that make connecting rural America such a massive undertaking. The film celebrates the feats of engineering and the dedicated workforce that won’t stop until every community is connected. From production to promotion, DMI tailored a comprehensive campaign that blended humanity, grit, and authenticity to elevate the broadband industry’s narrative. A targeted marketing strategy promoted the film through dynamic paid media and a high-profile launch event at The Washington Post. The film and campaign exceeded expectations, creating buzz and driving engagement across key audiences. - The Washington Post Live premiere was a significant success with: 166K+ film views, 12.7K livestream participants, 185 in-person attendees, and 7.7M impressions. - Paid media promotion resulted in 165K+ pageviews of the film, driving widespread awareness of the broadband industry’s efforts. - Targeted campaigns in Alaska, Arizona, and Minnesota further localized the message, deepening regional engagement. - Screenings at notable venues and events, including the National Governors Association, state-level groups, and Capitol Hill, enhance the film’s role as an educational tool in digital equity policy. - Coverage garnered in more than a dozen industry publications, including Telecompetitor, Fierce Telecom, Light Reading, and more.
Contributors:
| DMI Group Account Director: | Trish Rodriguez |
| DMI Creative Director: | Robert Aston |
| DMI Associate Creative Director: | Elizabeth Van Blargan |
| DMI CD/Senior Copywriter: | Kwame DeRoche |
| Film Director: | Lee Morton |
| Film Producer: | Jen Barrie |
| Director of Photography: | Daniel St. Ours |
| NCTA, Co-Producer: | Brian Dietz |
| NCTA, Executive Producer: | Michael K. Powell |
| NCTA, Art & Design Director: | Kristin Centrella |