AT&T launched an "It Can Wait" campaign to educate the public about the dangers of texting and driving. The campaign's goal was to make texting and driving as unacceptable as drinking and driving. AT&T enlisted celebrities and partners to pledge not to text and drive and share the message. The company used TV, social media, and in-car simulators to show driving risks. AT&T also developed a DriveMode app to automatically send replies when the driver cannot respond to messages. Through these initiatives, the integrated marketing campaign received over 4 million pledges and influenced one-third of people to change unsafe driving habits.

1. AT & T : “It Can Wait” Campaign
Omkar Phatak
Universal Business School
MBA-3/1338

2. (Overview)
• AT&T Inc. is an American multinational
telecommunications corporation, headquartered at
Whitacre Tower in downtown Dallas, Texas.
• AT&T is the second largest provider of mobile
telephony and the largest provider of fixed telephony.
in the United States, and also provides broadband
subscription television services.
• AT&T is the third-largest company in Texas (the largest
non-oil company, behind only ExxonMobil and
ConocoPhillips, and also the largest Dallas company).
• As of 2014, it is the 20th largest mobile telecom
operator in the world, with over 250 million mobile
customers.
Products
Fixed Line
& Mobile
Telephony
Digital
television
Broadband
& Fixed line
internet
services
Founder : Alexander Graham Bell
Founded : October 5, 1983

3. Situation Analysis
AT&T commuter survey findings AT&T teen driver survey findings
According to 77 percent of teens, adults
tell kids not text or email while driving — yet
adults do it themselves "all the time."

4. Objectives of Campaign
The goal of this campaign is to save lives and
make texting & driving as unacceptable as
drinking & driving
AT & T is focused on educating the public –
especially teens – on the dangers of
texting and driving.
No Text is Worth Dying

5. • Encouraging its 240,000 employees to take the pledge and, in turn, urge all people to
commit that they will never text and drive. On an average day, AT&T retail store and call
center employees speak to customers more than 500,000 times.
• Working with TV and music celebrities to deliver a strong no-texting-while-driving
message via TV ads, concerts, public appearances, Twitter and Facebook.
• Launching an aggressive social media campaign with advertising on Facebook and Twitter
to encourage Americans to take the pledge and to share their pledges with their friends
via social media.
Strategy & Execution
• Educating the public using TV ads on the
dangers of texting while driving that will run
during high-profile events and teen-focused
programs.
• Working to provide a toolkit of no-texting-
while-driving information to every high
school in the country.

6. • Bringing an in-car simulator to more than 200 locations.
• Enlisting others – including law enforcement, educators, national retailers, consumer
safety groups, legislators and the entire wireless industry – to join the no-text-and-drive
movement.
• Asking more than 1,000 of AT&T’s strategic and other major suppliers to encourage
their employees to pledge not to text and drive.
• Challenging device makers and app developers to
work with AT&T so that all devices include a pre-
loaded, no-text-and-drive technology solution as
soon as possible.
• Launching an online driving simulator at
www.itcanwait.com in the coming weeks – so that
anyone with access to the Internet can experience
the dangers of texting while driving.

7. Driver Logged on to
AT & T app.
(DriveMode)TM
Sender
Message Sent
AT & T app sends message back that
wait the person is driving
Receiver
AT & T is developing a technology(app) which when logged on will send back a
message to a sender that “Person is driving and will reply back when he is safe”
Even parents with this technology can see where are their children and whether their
car is safe or not. They with this technology also can disable any messages that their
children receives while driving.

8. Created a Page
AT & T did Integrated marketing campaign to
promote this message. They included
• TV, Newspaper, Radio, Billboards,
Hoardings.
• Various Govt. organizations and done
shows in schools & colleges.
• They launched a video, app and a
website to make this campaign go viral

9. Results
4 million
pledges never to text and
drive.
1 in 3
said they have changed
their habits
Supported by AT&T and
the other three leading
wireless service
providers, Sprint, T-
Mobile and Verizon,
1,500 corporations,
NGOs (including the
National Organization
for Youth Safety, the
National Safety Council
and the Distraction
Advocate Network) and
government agencies

10. Learning & Conclusion
• With a CSR campaign like this one, a brand can increase its image in the minds of
consumers.
• This campaign did not focus primarily on app sales or its network sales, it focused on
a social message of “Don’t Text & Drive” which embedded so strong that nearly 4
million people subscribed on Facebook.
• To make any campaign viral we have to strategically plan our marketing activities i.e.
planning of both online and traditional marketing.
• Sometimes only by your marketing activities you cannot guarantee that your
campaign is successful, you need to get support from all those who are related to
your message. In this case govt. organizations, advocates, lawyers, schools, colleges,
NGO’s everyone was involved.

11. Thank You