AT&T: The Last Text

AT&T, the US telecoms provider, wanted to address the dangerous issue of texting while driving, particularly among young people.

AT&T: The Last Text

BBDO New York

Summary

Texting while driving is more dangerous than driving while intoxicated.

As category leader, AT&T committed to take a stance; igniting genuine acceptance of the problem, and inciting real behavior change.

We seized an opportunity to shape the formative habits of a generation who were just beginning to drive by trivializing the text message, not demonizing the texter.

The thought at the heart of it: was your last text worth dying for?

Our campaign broke down youth's sense of invincibility with real stories of people whose lives had been destroyed, and exposed the...

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