3. Purpose
• AT&T heightened the public‟s awareness on the
dangers of texting and driving
• The “It Can Wait” campaign was created by AT&T
for consumers to be safe while using their
technology
• As the first major preventative initiative by any
major carrier, AT&T‟s emergence would lead them
to higher sales and greater recognition
4. Objectives
• Focus groups explored campaign concepts that
would resonate best with consumers
• “Texting & Driving… It Can Wait” introduced a
simple core message that allowed the company to
begin planning for the campaign‟s launch
• A cross-functional team consisted of business
units for advertising, corporate communications,
external and public affairs and marketing
5. Programming
• AT&T‟s „aha!‟ moment
• Phase 1:Launched via Facebook and Twitter
• Phase 2: Rolled Out National Press Release
• Phase 3: Announced $250,000 Donation
• Phase 4: Launched Documentary
10. Results
SUCCESSFUL?? YES!!!
• 27,400 Facebook Pledges
• Within Dozens of Facebook Posts…
• 5,220+ Likes
• 1,600+ Comments
• 3,100+ Tweets After Launching Documentary
• 18,100+ Employees Have Taken Pledge
• Parent/Teen Pledges Created
• Posters Created for all AT&T Stores that say “NO TEXTING &
DRIVING.. IT CAN WAIT”
• Gained more consumers
