Bridging the Digital Divide
In Latin America, millions of people living in rural areas face a harsh reality: the lack of access to high-speed internet. According to the World Bank, less than half of the region’s population has access to fixed broadband, and only 10% benefit from fiber-optic connections at home.
In response to this challenge, HughesNet—the global leader in satellite internet—took on a vital role by bringing connectivity to remote communities across Colombia, Ecuador, Peru, and Chile. But this effort was about more than just providing a service. It was about unlocking development opportunities and transforming lives through the power of connection.
Connecting Dreams, Empowering Stories
Our goal was to position HughesNet as a key player in closing the digital divide and strengthen its relationship with rural communities through a communication strategy centered on real, impactful human stories.
To do this, our campaign set out to:
- Showcase the benefits of satellite internet for education and local enterprise in rural areas.
- Give visibility to powerful stories of change made possible through connectivity.
- Expand the reach of the initiative through partnerships with local organizations and strategic sectors.
We developed a communications program with a strong presence in local media and unconventional formats, amplifying real voices through digital content designed to humanize the brand’s message.
From Message to Impact
Connecting Dreams began in Colombia at the end of 2020 and has since expanded to Ecuador, Peru, and Chile. This initiative has not only helped narrow the digital divide, but it has also positioned HughesNet as a committed leader in bringing connectivity and progress to some of the region’s most remote communities.
Through this PR program, we reached rural populations using non-traditional—but culturally relevant—media channels, and forged strategic alliances with local institutions, the education sector, and agricultural communities. This allowed us to identify and support both educational and productive projects by providing them with free satellite internet access.
Results
Since its launch in 2020, Connecting Dreams has held 10 public calls for proposals, directly benefiting over 500 individuals, 10 rural schools, and more than 20 local enterprises.
The initiative has gained strong visibility across major media outlets—including TV, radio, and traditional press—in all four participating countries:
Over 350 media placements and 40 interviews in regional outlets in HughesNet’s priority areas.
More than 50 radio mentions in some of the most remote communities.
A dedicated digital storytelling campaign featuring personal testimonials, amplified through social media and a blog platform with multimedia content. This content reached 63,000 people, with 12,000+ video views and 2,000+ interactions.
Five strategic partnerships with regional media and institutions, including a collaboration with the Colombian government, UDCA, and iNNpulsa to connect participants in the Capacity Strengthening for Economic Recovery and Transformation program in Cundinamarca.
Through Connecting Dreams, HughesNet isn’t just delivering internet where it once seemed impossible—it’s reinforcing its purpose as a bridge to a better future. This initiative proves that connectivity is more than a service; it’s a powerful tool to empower communities and pave the way toward sustainable development.
