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Dakin Hill
AT&T It Can Wait Campaign
Texting while driving is an issue that continues to plague the United States. The
Huffington Post published an article that included startling statistics regarding texting and
driving. Nine Americans are killed daily due to texting and driving. In 2013, there were 341,000
motor vehicle accidents that involved texting. Thirty-three percent of American drivers between
the ages of 18-64 claim to read or write a text message while driving. Forty percent of teens
claim that they have been in a car where the driver has used a cellphone, putting them in danger.
The probability is one in four that a motor vehicle crash involved a cellphone. Using a cellphone
while driving causes a driver to be four times more at risk of crashing. Two seconds is the
number of seconds a driver can safely glance away from the road while operating a motor
vehicle. Five seconds is the average amount of time a driver takes their eyes off the road to send
a text message. Forty-six states (plus Puerto Rico, Guam and the U.S. Virgin Islands) have
banned texting while operating a motor vehicle, regardless of the driver’s age. According to a
survey conducted in 2012, between 21-24 is the group most likely to send a text or email
message while driving (Schumaker). These statistics show how immense an issue texting and
driving is in America. “Texting while driving is an extremely dangerous activity that puts
drivers, passengers and pedestrians at unnecessary and avoidable risk. The wireless industry is
proud to continue its collective efforts to promote safe driving, which CTIA initiated more than
15 years ago," said Steve Largent, former president and CEO of CTIA (Telecommunications
Reports). CTIA stands for the cellular telephone industries association and represents all wireless
communication sectors.
AT&T realized how problematic texting and driving is and formed a campaign to assist
in counteracting this issue to help save lives. In 2010, AT&T launched the It Can Wait
campaign. "I hear from far too many people whose lives have been forever changed by a texting-
while-driving accident, and together, we want to spread the word about how deadly a single text
can be. Texting and driving should be as unacceptable as drinking and driving," said AT&T
President Randall Stephenson (Telecommunications Reports). AT&T conducted research in
order to gage how prevalent texting and driving was among teens in America. The research
discovered that 75 percent of teens say that texting while driving is common among their friends.
"Working with teens day-in and day-out, we see firsthand the impacts that peer pressure - and

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peer influence - have on the decisions they make," said Sandra Spavone. Spayone is the
executive director of the National Organizations for Youth Safety (NOYS). The NYOS has been
working with AT&T on teen-led educational summits across the country. Spayone believes
"That's what makes AT&T's efforts so effective. They understand that - by working with these
teens and incorporating their feedback programmatically - ultimately, we'll reach even more of
that critical and impressionable audience with a message they'll hear" (Telecommunications
Report).
AT&T has two different applications that correlate with the It Can Wait campaign. The
newest application was made available to the public on August 25, 2015. It is intended to
advocate public awareness of driving safely (Telecommunications Business). "Distracted driving
is an epidemic on our roadways, and we need people all across America to take action in their
communities to help put a stop to it," said Transportation Secretary Ray LaHood. "I applaud
AT&T for taking on this issue with the It Can Wait campaign, and I thank them for helping to
spread the word that no text or email is worth the risk" (Telecommunications Report).
Legislative leaders and educators at a General Assembly in North Carolina accompanied
AT&T to promote awareness of texting and driving. Texting and driving is a practice that puts
millions of Americans at risk. "Long ago, North Carolina was dubbed 'the good roads state',"
said Speaker of the House Thom Tillis. "Today, I want to challenge all of us to work together to
make North Carolina 'the safe roads state.' And that begins with recognizing that no text message
is worth someone's life." Vanessa Harrison, the President of AT&T North Carolina states,
"Through the national It Can Wait campaign, we hope to make texting and driving as
unacceptable as drinking and driving. We all know how wireless services keep us more
connected with each other, and with information and opportunities. But if we do not use wireless
safely, it can change lives in very negative ways, too" (U.S. Newswire).
Due to the most recent technology and social media, there are now multiple different
explanations for why a driver is using his or her smartphone. AT&T has conducted research that
shows nearly four in ten smartphone users tap into social media while driving. Almost three in
ten surf the net. One in ten drivers video chat. Seven in ten people engage in smartphone
activities while driving. Even with the new technology and social media, texting and emailing
remain the most prevalent. But, AT&T’s research shows that other smartphone activity use is
becoming more common behind the wheel. Facebook tops the social media list, with more than a

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quarter of those polled using the app while driving. About one in seven said they are on Twitter
behind the wheel. AT&T will continue to expand the It Can Wait campaign to include new
distractions from smartphone devices that drivers use behind the wheel. "When we launched It
Can Wait five years ago, we pleaded with people to realize that no text is worth a life," said Lori
Lee, AT&T's global marketing officer. "The same applies to other smartphone activities that
people are doing while driving. For the sake of you and those around you, please keep your eyes
on the road, not on your phone (Computers, Networks & Communication).
AT&T designed diverse material for the It Can Wait campaign. They made print
advertisements as well as produced various videos to help promote drivers to stop texting and
driving. One of the main aspects of the campaign is the pledge. Randall Stephenson claimed that
about 800,000 people took the pledge on the first day. Over 140 organizations have united with
AT&T in undertaking the issue of distracted driving. "It's starting to move the needle,"
Stephenson said (Telecommunications Reports 2). The campaign also relied on celebrity
endorsements to aid in the promotion of the campaign. Demi Lovato started the #X movement
which is designed to give drivers a quick message to send before they get behind the wheel.
Sending #X means that the sender is pausing the text conversation before they start to drive.
AT&T has relied heavily on social media to promote its cause.
"What began a few years ago as a simple awareness campaign has now turned into
somewhat of a movement," Randall Stephenson said. "Our goal in doing this is no longer
awareness. Our goal is to begin to change behavior." (Telecommunications Reports 2). I think
that the It Can Wait campaign is an incredible effort to help stop young adults from texting and
driving. Texting and driving continues to invade America and takes lives every day. I think that
using celebrities to endorse the campaign resonates with the target audience. Also, the use of
social media is prevalent in today’s society and is relatable to their target audience. I think that
AT&T needs to do more research in order to stay ahead of the problems that are arising due to
the new technology on smart phones that is now becoming a distraction to drivers.

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Works Cited
AT&T calls on americans to stop texting while driving. (2012). Telecommunications
Reports, 78(17), 8-9. Retrieved from
http://search.proquest.com/docview/1081331295?accountid=11411
AT&T challenges drivers to join "it can wait" movement to halt texting while driving. (2013,
Apr 16). U.S.Newswire Retrieved from
http://search.proquest.com/docview/1328354828?accountid=11411
AT&T cites success in effort to target texting while driving. (2012). Telecommunications
Reports, 78(19), 19-20. Retrieved from
http://search.proquest.com/docview/1160662646?accountid=11411
AT&T inc.; smartphone use while driving grows beyond texting to social media, web surfing,
selfies, video chatting. (2015).Computers, Networks & Communications, , 127. Retrieved
from http://search.proquest.com/docview/1683439911?accountid=11411
Schumaker, E. (2015, June 8). 10 Statistics That Capture The Dangers of Texting and Driving.
In Huffington Post. Retrieved September 18, 2015, from
http://www.huffingtonpost.com/2015/06/08/dangers-of-texting-and-driving-
statistics_n_7537710.html
Trademarks; AT&T services' trademark application for "TEXTING & DRIVING...IT CAN
WAIT" filed. (2015). Telecommunications Business. 2328. Retrieved from
http://search.proquest.com/docview/1709222655?accountid=11411
http://www.itcanwait.com/all