The Last Text: AT&T’s Driver Awareness Campaign Continues to Resonate


AT&T won a Silver Integrated Lion at the Cannes advertising festival this year, well-deserved international recognition for this 10-minute PSA about the deadly results of texting while driving, showing real-life examples of the last text that was composed while driving — often cut-off mid-text as the driver veered into a fatal accident.

When the hard-hitting documentary was released in late December, its “No text is worth dying over” tagline a tough warning to New Year’s Eve imbibers, it became an instant viral hit and has been seen millions of times on YouTube.

Now the agency responsible for the award-winning effort, BBDO New York, has just released a video case study documenting the continuing impact of the documentary, including a planned smartphone app to keep the effort alive.[more]

The BBDO video below outlines the tactics and results of the “It Can Wait” campaign, from digital and radio promotion to the millions of dollars of free media coverage in print, online and on national and local TV in the US, garnering national media attention including CNN, ABC’s Good Morning America, and even the White House blog.

The documentary has been widely acclaimed, not only shown in drivers’ education programs across America, but also distributed to schools, partner safety organizations, and government agencies across the country.

It has been distributed to AT&T’s wireless customers, employees and families through AT&T’s Teen Advisory Council, its AT&T U-verse broadband TV system, AT&T employee defensive driving courses, AT&T’s Smart Controls page, the “It Can Wait” microsite and AT&T’s Friends & Family page.

On social media, the campaign encouraged teens and all drivers to sign a Facebook pledge, which you can see here:

“As a global telecommunications company, it is our responsibility to bring these risks to light,” said Cathy Coughlin, senior EVP and global CMO for AT&T, about the campaign’s goal.

The next step, according to the BBDO case study below: a Drive Mode smartphone app for the campaign, which would automatically respond, “I’m driving. Text you soon” to incoming text messages.

Another great public service that would help drivers avoid being distracted by texts, let alone feeling compelled to read and respond while driving.


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