AT&T: It can wait

This case study describes how AT&T started a public safety campaign to counter the rise in accidents involving US teenagers due to texting while driving (TWD).

AT&T: It can wait

BBDO New York

What were the objectives for the creative work?

America's roads are getting safer:

Traffic fatalities in the United States have dropped nearly 25 percent in the last decade. The crash death rate is now at a record low – 1.1 deaths per 100 million vehicle miles traveled in 2013 (Transportation Department's National Highway Traffic Safety Administration).

But the dangers of texting while driving (TWD) are getting worse:

While the overall number of crashes and fatalities is in free fall, the number of people injured in distraction-affected crashes is increasing(U.S. Department of...

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