AT&T: The Last Text

BBDO New York

Entry Information

Category: Business and Consumer Services
Country where program ran: United States
Date 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&T
Media 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 alone weren't enough to deter people from using a device while driving. In 2009, 5,474 people were killed on U.S. roadways and an estimated additional 448,000 were injured in motor-vehicle crashes that were reported to have involved distracted driving. (Source: FARS and GES)