AT&T: It Can Wait

This case study shows how AT&T, a telecommunications brand, increased awareness for distracted driving using a shocking campaign film in the US.

Advertiser: AT&TAgency: BBDO New YorkCountry: USA

Objectives

Distracted driving causes more automobile accidents than drunk driving in the United States. It is responsible for nearly 20% of automobile crashes, 391,000 distracted driving-related injuries, and over 3,400 deaths.1 Most people agree that distracted driving is dangerous, but an alarming 88% still use their smartphones behind the wheel.2 AT&T, the largest cellular provider in the United States, felt it was its responsibility to do something about it and launched a campaign to change behavior.

We first launched the “It Can Wait” campaign against...

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