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Launching a Movement: AT&T’s Campaign to End Texting & Driving

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Movements need the right tension points.

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Texting and driving is a common behavior

43% of teens text while driving

73% of teens look at their phones at a red light

77% see their parents text and drive

89% expect a response to a text within 5 minutes

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100,000+ injured or die in accidents related to texting

drivers each year

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OMG

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yeah

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it can wait.

PSA

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Werner documentary

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Movements beg to be shared.

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Movements get personal.

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My boyfriend lost his life texting and driving. He was trying to text me to tell me he’d be home soon. Unfortunately he never made it home and ended up in the morgue instead!! It’s just three simple words “it can wait”. We should all encourage our loved ones not to talk or text and drive. #itcanwait

Joanne, Wa

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I am a paramedic. I have seen the results of texting and driving. #itcanwait

Kimberley, GA

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My grandfather died from texting while driving. :( #itcanwait

Nathan, WI

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Small budgets aren’t limitations.

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Goodyear blimps

displayed the message

in the skies over Miami

and Los Angeles.

A prominent global amusement

park shared the message with its

more than 95,000 of its employees.

The Girl Scouts worked with its

112 councils nationwide to inspire

pledges within their memberships

and communities.

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Movements require purity of purpose.

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Our results.

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140 advocates 1,500 advocates

impressions during 16-week campaign

1.8 Billion impressions during 32-week campaign

4.8 Billion

pledges on 9/19/12 97,472 pledges on 9/19/13 211,723

AT&T only All 4 major carriers

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In 2013, we raised a lot of awareness

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And people are taking action

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It’s changing people’s attitudes

AT&T ICW TWD Ad Hoc Tracker, 2012

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And making and impact

7.8%

reduction

32,000

fewer crashes attributable to ICW campaign

(400K annual crashes in TX*)

An early analysis of one state suggests social media is particularly effective at changing behavior

* Lorem ipsum dolor sit amet

Social

Media

Accounted for

43% of the reduction

Pledges

Accounted for

19% of the reduction

Drive

Mode

Accounted for

15% of the reduction

*Social media is Twitter (including AT&T and celebrity posts)

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Michelle Kuckelman

me7826@att.com

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Thank you.