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Follow on Google News | Media Training Question #70 – Can’t It Wait?AT&T has a new media campaign out that is critically important to spread the word on. The campaign called “It Can Wait” and accompanying the campaign is a 10 minute video that demonstrates in all too real ways the effects of texting while driving
By: MediaTraining.me AT&T has a new media campaign out that is needed and it is critically important to spread the word on it. The campaign is called “It Can Wait” and accompanying the campaign is a 10 minute video that demonstrates in all too real ways the effects of texting while driving have had. Watch it, share it, incorporate it into your life and do it now. I have copied the Press Release AT&T distributed in its entirety and then I’ll share a few more thoughts: Stop what you’re doing. Take out your wireless device. Read out loud the last text message you received. Would reading or responding to that text message while driving be worth causing a serious accident? When you look at it that way, there’s no text that couldn’t wait. AT&T* is launching today a new campaign to raise awareness about the risks of texting and driving and remind all wireless consumers, especially youth, that text messages can – and should – wait until after driving. The national campaign features true stories and the text message that was sent or received before someone’s life was altered, or even ended, because of texting and driving. By featuring real stories, the campaign will demonstrate how insignificant a text message is compared to the potentially dire consequences of reading or responding while driving. For example, in one of the television spots, the text “Where u at?” flashes on the screen and a mother says, “This is the text my daughter was reading when she drove into oncoming traffic.” The ad also includes the message “No text is worth dying over” and the campaign’s tagline, “Txtng & Drivng ... It Can Wait.” “We explored several campaign concepts but we didn’t have our ‘aha!’ moment until we asked one of our focus groups to take out their devices and read the last text they received,” said Cathy Coughlin, senior executive vice president and global marketing officer for AT&T. “When we asked if that particular message was worth the potential risk of reading while driving at 65 mph, you could have heard a pin drop. That’s when we realized the message ‘it can wait’ was effective in educating consumers about the dangers of texting while driving.” The new campaign will span print, radio, TV and online advertising – which will be rolled out in the coming months – as well as in-store signage, collateral and online billing. In addition, parents, high school educators and, most importantly, youth, can now visit AT&T’s online resource center www.att.com/ AT&T also has launched a Facebook application, which can be found atwww.facebook.com/ “While our campaign is important for all drivers, we’re particularly focused on youth,” said Coughlin. In September 2009, AT&T announced a commitment to raise awareness about the issue of texting and driving through a multifaceted initiative to educate employees, customers and the general public about using wireless devices safely while driving. Since then, AT&T has revised its wireless and motor vehicle policies to more clearly and explicitly prohibit texting and driving, impacting its approximately 280,000 employees; incorporated a don’t-text- By using multiple touch points, AT&T expects the campaign to reach millions. In Michigan where I live texting while driving in now illegal. Good. In many states, and they are growing, talking on your cell phone while driving is illegal, and good there, too. Listen, I am all for technology and I see how it has helped and changed our lives for the better. I also realize that technology in evolving that will make using devices while driving that makes it safer, but will it ever be truly safe? Isn’t fair to say that any diversion has the potential to cause irreversible harm and even death? Of course it does and sadly, adults and teenagers alike seem to lose their common sense while it comes to distracted driving. In a nearby community they have even outlawed eating while driving; in fact if you are doing anything but driving in this community you will get a ticket. Extreme? This campaign is sadly real and terrifically important and please don’t act as if this issue doesn’t affect you or that you are careful and don’t need to pay attention to this campaign. Watch this video if you don’t believe me, because if you do and you take it seriously you can’t help but see the truth. # # # As the host of his own nationally syndicated radio programs for 15 years, Tony has interviewed over 25,000 guests and appeared as a guest on over 800 radio and national television shows. He founded of his own public relations firm and he went on to author two books and became a “go to” authority on a myriad of issues from weight loss to self empowerment; End
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