AT&T Promo, Case study TXTNG & DRIVING... IT CAN WAIT by BBDO New York

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Industry Mobile Communications
Media Promo & PR, Case study
Market United States
Agency BBDO New York
Director Henry Alex-Rubin, Dan Price
Executive Creative Director Greg Hahn, Bill Bruce
Art Director Brandon Mugar
Copywriter Adam Reeves
Released August 2012

Credits & Description

Category: Corporate Responsibility
Advertiser: AT&T
Product/Service: AT&T
Chief Creative Officers: David Lubars/Bill Bruce (BBDO)
Executive Creative Director: Greg Hahn (BBDO)
Art Director: Brandon Mugar (BBDO)
Copywriter: Adam Reeves (BBDO)
Executive Producer: Bob Emerson (BBDO)
Agency Producers: Jasmine Batista/Dale Henriques (BBDO)
Music Producer: Melissa Chester (BBDO)
Account Team: Gayle Weiss/Brandon Fowler/Kristen Roche/Maria Braswell (BBDO)
Retoucher: Steve Peters (BBDO)
Production Company: Smuggler
Director: Henry-Alex Rubin
Director of Photography: Matthew Woolf
Production Company: Verbatim Studios
Director: Dan Price
Sound Engineers: Corey Bauman/Danny Artale
Music House: Rumor Mill
Composers: Josh Ralph/Corey Bauman
Editing House: Number Six Edit
Editors: Marrian Cho/Geoff Richmond/Mike Elliot
Media placement: Press Release - PSA Launch - USA Today; CNN, "Good Morning America"; Hundreds Of Additional Stories - March 2010
Media placement: Community Awareness Events - Engaged Third Party Influencers, Including State And Local Elected Officials, Sc - Ongoing
Media placement: Paid Media Integration - CW Included A Reference To The Campaign In The March 30 Episode Of The Popular S - March 2010
Media placement: Public Service Announcements - TV, Print, Radio And Online - March 2010
Media placement: Media Outreach/Pitching - Example Opportunistic Placement: Reader Sweepstakes In July 2010 - Ongoing
Media placement: Press Release - Documentary Launch - USA Today; New York Times; CNN; "Good Morning America"; Local/regional Print And - December 2010
Media placement: Bylined Article - Published In Ad Age - April 2010
Media placement: Employee Programs - AT&T Insider And AT&T "tSpace," The Company's Resource Portals For Employees - Ongoing
Media placement: Branding - Company Vehicles In 50 Markets, Collateral In Company-Owned Retail Stores, Scree - Ongoing
Media placement: Sponsorships - Materials Distributed At Major Company-Owned Sporting Events - Ongoing
Summary of the Campaign
Of all cell phone-related tasks, texting while driving is the most dangerous, according to the Virginia Tech Transportation Institute. The same study found that those who text while driving are 23 times more likely to crash.
As a leading wireless company, AT&T recognized it could and should play a role in helping to educate the public on the dangers of texting while driving.
But what might resonate, when a new text can beckon so irresistibly?
AT&T sponsored focus groups to find out, asking during one session: Read the last text you received; Is that text worth dying for?
As later described to USA Today, “The air came out of the room. It went absolutely silent…We knew we had our ‘aha!’ moment.”
With that insight, AT&T kicked off “Txting & Driving…It Can Wait” in March 2010 – the first major preventative initiative by a carrier.
The fully integrated program has included PSAs; exhaustive media relations; social media; shareable materials (; employee initiatives; community events; philanthropy; an emotional documentary; and more.
A year into the effort, AT&T has reached tens of millions with its message – teens, parents, schools, safety organizations, military personnel, insurance officials, automotive agencies and everyone in between.
The Situation
AT&T saw 631 billion text messages cross its network alone in 2010 – and projects that number will climb to 854 billion in 2011.
Amid growing concern about texting behind the wheel, AT&T Chairman and CEO Randall Stephenson announced the company would proactively rally around the cause.
We launched a comprehensive campaign that called on multiple AT&T business units – corporate communications, internal communications, its philanthropic and HR divisions, its external and public affairs team, media, sponsorships, retail, marketing and advertising – to help raise awareness of the issue.
The Goal
• Use traditional and social media to educate the public and stigmatize texting while driving – like anti-drinking-and-driving PSAs a decade ago
• Get pledges to refrain from texting while driving
• Engage third-party influencers and employees to spread the message.
The Strategy
• Engage the public through a multimedia approach that is illuminating and interactive
• Use real stories to tell THE story – make the issue relatable
• Use all customer touch points to make an appeal – mobile phone packaging, company-owned retail stores, AT&T’s fleet of vans and trucks, sponsorship venues like major sporting events, etc.
• Earn credibility and visibility through endorsements from influencers – state and local elected officials, and relevant and high-profile organizations
• Close the sale – ask directly for pledges to refrain from texting while driving
• Mobilize employees to spread the word with friends and family, driving pledges.
Made them stop, think… and feel:
• PSAs featured "The Last Text" before lives were tragically altered or ended
• Timed for New Year’s Eve – when people think about drinking while driving – released powerful 10-minute documentary and research showing texting while driving is more dangerous
• Posted shareable materials (
Posted messaging everywhere:
• 2,000+ branded company vehicles, collateral in 2,200+ stores, screen clings on new AT&T phones
• Promoted at major AT&T-sponsored events
Pressed the issue:
• Exhaustive media relations
• Impassioned victims as spokespeople
• Facebook pledge campaign - Twitter, YouTube, employee social media also utilized
Called on employees:
• Established corporate policies to prohibit
• Conducted pledge drives with employees and their friends and families
• "Teen Advisory Council" – employees’ children – hosted rallies, brainstormed initiatives
Substantiated the discussion:
• Engaged safety organizations, legislators, police departments and state-level departments of transportation
• Hosted numerous awareness events
• Sent direct mail appeals to thousands of students.
Documented Results
Use traditional and social media to educate the public:
• Hundreds of media placements – including the largest U.S. outlets
• Victims as spokespeople who were so compelling, it earned them a seven-minute national TV story
• 498,700+ unique visitors to online hub; No.1 trafficked site on
• 2+ million documentary views to date – 1+ million views in three weeks; embedded in ~three-fourths of online coverage
• Employee intranet community is company’s largest; 183,900+ unique page views for "It Can Wait" content.
Get pledges:
• 64,000+ pledges
• Hundreds of in-school and community pledge events
Engage influencers:
• Endorsements from CTIA—The Wireless Association; National Safety Council; National Organizations for Youth Safety; and more
• Public support from government officials, including U.S. Department of Transportation Secretary Ray LaHood
• Thousands of requests for a documentary from schools, corporations, insurance companies, law enforcement and more
• Gail Torreano, SVP–Employee Communications & Sponsorships, keynoted 2011 IEG Sponsorships, spurring hundreds of tweets and pledges.