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Txting and Drivng... It Can Wait

Presentation on AT&T's 2010 campaign to educate young adults and new drivers n the dangers of texting and driving.
by

Rachel Gropper

on 2 March 2012

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Transcript of Txting and Drivng... It Can Wait

What did AT&T hope to do? Objectives Overview Situational Analysis and Research Results and Measurement inform
persuade
motivate
build Collaborative presentation on AT&T's 2010 campaign to educate young adults and new drivers on the dangers of texting and driving. First major preventative campaign
Collaborated with BBDO Worldwide and Fleishman-Hillard
Utilized integrated programming
Garnered wide media coverage to spread awareness across multiple platforms Txtng and Drivng... It Can Wait Public Relations Programming Campaign: Success “Distracted driving is an epidemic, particularly among teens who are confident in their ability to text or talk while driving. Of the 5,500 people killed last year due to distracted driving, the largest proportion of fatalities occurred among young people under the age of 20.” Documentary: 1.6 million views to date
Featured in highschools across the nation
Facebook: 73,596 pledges
Influenced competition to promotote better Customer Safety

Decreased number of vehicle-related fatalities
Lowest rate in 55 years
32,708 in 2010 Ray LaHood U.S Secretary of Transportation Positive Media Exposure:
Who did AT&T target? Media keyed in on:
Astonishing Statistics
Real-life Stories Featured in Multitude of Media Outlets:

Primary Audience Secondary Audience Educate
Eradicate Objectives Drive Mode App AT&T AppCenter
Android Market
BlackBerry App World Multi Platform
Social Media
Television
Radio
AT&T partnered with
CTIA - The Wireless Association
The National Safety Council
Other third parties
Then, conducted focus groups to explore campaign concepts that would resonate best with consumers. Research What did they find? AT&T "The number of texts sent in 2011 across it’s network will be nearly double the amount sent two years ago." Virginia Tech Transportation Institute Research "Texting takes your eyes off the road for an average of 5 seconds. At 55 mph, that’s like driving the length of a football field completely blind. " Virginia Tech Transportation Institute Research Those who send text messages while driving are 23 times more likely to be in a crash. Pew Research Center The average teen sends and receives 5 times more text messages a day than a typical adult. Questions? Thank You. Strategies & Tactics "where r" "yea" "yeah t" "where u at"
Full transcript