The AT&T Twenty-Eight Days campaign was created to be a new way to take on Black History Month and build forward momentum in February by encouraging people to set a goal and create a 28-step plan of action to achieve it.

The campaign consisted of the Twenty-Eight Days website, a mobile WAP site, a speaker series and a Facebook Fan Page. It was supported through PR, spot radio, DJ chats, mobile Web banners, online banners, magazine ads, e-mail blasts and street teams.