AT&T: The Last Text

AT&T, the U.S. telecoms provider, wanted to put an end to the dangerous practice of teenagers texting whilst driving.

AT&T: The Last Text

BBDO New York

Entry Information

Category: Business and Consumer ServicesCountry where program ran: United StatesDate program started/ended: March 2010-Present

Product Description: An integrated campaign using actual "last texts" (messages people were reading/writing when involved in an auto accident) showing the huge impact these trivial messages had on people's lives.

Advertiser/Client Name: AT&TMedia Channels: Print TV/Video/Radio

Strategy

Marketplace challenge:

Drivers who use handheld devices are four times as likely to get into crashes serious enough to injure themselves. (Source: Insurance Institute for Highway Safety) Yet these figures...

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