AT&T Takes It Can Wait VR Simulator on the Road


AT&T It Can Wait - distracted driving is never ok

Tourists in San Francisco on October 6th received an eye-opening experience when it comes to distractions while driving. AT&T used its flagship store in San Francisco to demonstrate what can happen when people text while driving with a VR simulator experience.

AT&T It Can Wait VR Simulator

In front of AT&T’s San Francisco store at One Powell Street, the public was invited to get bahind the wheel of a prop car. Putting on a virtual reality headset equipped with a smartphone, each participant interacted with a simulated video of what can happen when a driver picks up a smartphone to read a text.

In addition to its retail stores, AT&T’s VR simulator has been touring schools in California and other public venues.

AT&T It Can Wait VR simulator

“It Can Wait” spokesman Christopher Johnston said one major goal of the VR simulator is to make distracted driving as socially unacceptable as drinking and driving.

“We take the simulator all over the country and we remind everybody that no posts, no texts, no email, no selfie, is worth your life or somebody else’s life,” he said. “Any message you get, it can wait.”

Part of the brand’s award-winning public service campaign that launched in 2010 against distracted driving, “It Can Wait” has garnered media attention, celebrity support from singers Demi Lovati and Tim McGraw, and also from the California Highway Patrol (CHP).

As the experiential touchpoint for AT&T’s flagship public affairs campaign, the It Can Wait Driving Simulator has evolved over the years—as the videos below show:

AT&T’s 2017 IT CAN WAIT tour has 300 stops nationwide planned this year. Since launch, the campaign has spurred awareness of the dangers of smartphone distracted driving to nearly 90% of audiences surveyed and inspired nearly 20 million pledges to not drive distracted.

The CHP reports 85 deaths in a collision in 2015 where distracting driving was a factor, and 11,262 injuries.

Three new spots from the campaign:

A new law in California stipulates that drivers cannot have a cell phone in their hands while operating a vehicle. CHP officer Custodio Lopez said a collision can happen within a blink of an eye when it comes distracted driving: “You can either cause tragedy or be the tragedy.”