1. At&t: It Can Wait Campaign
By: Amanda DoCampo, Amanda Sikoral, Ari Chavez, Deajia Gresham

2. Introduction
At&t started the “It Can Wait” campaign in March 2010 to highlight the dangers of texting and driving.
Why is it so dangerous?
Texting and driving involves all three levels of distraction: visual, manual, and cognitive. A person’s eyes are taken off the road for an average of 4.6 seconds while texting, making a person who texts and drives 23 times more likely to get in an accident.

3. Introduction Brought a current issue to the forefront.
Corporate Social Responsibility
At&t is a distributor of mobile devices.
These devices are responsible for over 200,000 car accidents a year.
Informative Video:

4. Why was P.R Needed? To create awareness To change a behavior
Generate positive branding
Generate togetherness
To have consumers perform an action towards their positive message.
As we learned many activists will provide a problem and ways to finding a solution.
e.g McDonald’s mom– “Beyond Disgusting Case”

5. Key Players At&t- company leaders People who text and drive
Celebrities that endorse the campaign
Consumers
Little businesses
Corporations
They 1- people who text and drive
People who At&t is marketing this message to.
New drivers
They 2- people in the company that created this initiative.
A way to market and help people.

6. SWOT Analysis Strengths Weaknesses Opportunities Threats
Challenged consumers to take a stance on the dangers of texting and driving.
People may not want to put forth the effort to directly sign up for the pledge to not text and drive
Could significantly help decrease the numbers of accidents due to texting and driving throughout the country
Other companies are starting to do the same types of campaigns; there is direct competition
At&t is a large corporation with the resources to advocate against texting and driving.
AT&T is a cell phone company that makes money on people texting and calling; they are discouraging people from texting (even if it is while driving) which may cause them to lose money
Could potentially help people see the importance of taking the pledge to not text and drive, which could save lives
AT&T could potentially lose young customers because they feel that they want to do what they want without any repercussions
Took the initiative to advocate against a very current issue.
People may acknowledge that the campaign exists, but may not take part in it
Could use social media and regular media to endorse the campaign and gain customers due to the importance of this issue and how people feel about it
Parents need to be fully on board with the campaign initiative in order for it to truly be effective for teen drivers
A positive message that promoted positive branding.
Could present an opportunity for global and market expansion

7. Media Impressions 6 million pledges 65,000 signed on as advocates
Support of over 2,500 organizations
Secured 5 million media impressions

8. Consumer Relations
Strong media presence, helps young drivers and consumers to feel connected to the cause
Use of celebrities
Take the pledge
Text #X when driving (twitter campaign)
Having teens and adults participate in the movement
Heartfelt cause that generated positive views in the eyes of consumers

9. Community Relations My Business Cares Initiative
Had small businesses take the pledge and enter to win money for their local school.
Working there way from within the company then branching out.
Encouraged their 240,000 employees to take the pledge to not text and drive.
Employees on average talk to consumers about 500,000 times a day.
Word of mouth– spread the campaign.
Thus 6 million pledges to date.

10. Media Relations At&t rolled out numerous videos to educate consumers.
Created a documentary about various teens and adults that had traumatic stories about texting and driving.
Became a major media presence.
To educate drivers about the dangers of texting and driving.
Generate positive branding.

11. Tactics Demi Lovato- well known singer and actress did a PSA for At&t.
v=skSbfe6GANk
She does #X before she drives.
Experience the Driving stimulator.
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Download the Drivemode app

12. Conflict Management Proactive phase
At&t provided a strong campaign, thus focusing more on the proactive phase of conflict management. They did this by researching and providing a call to action to consumers.
As well as educating the public.
Recovery Phase
Continuation of the campaign.

13. Investor Relations
At&t is an advocate for a good cause. Investors see this as a positive trait in a corporation because they know it will resonates positively with consumers.
Thus, strengthening the relationship between investors and At&t.
Last year’s total revenue $ billion.
At&t is the largest telephone provider in the U.S

14. Critical Analysis What would we do different?
At&t can team up with high school’s and college campuses to do a cross- country tour to educate teens on the hazards of texting and driving.
Encourage consumers/public to share their stories on Instagram and Twitter using the #X.
At&t can use their twitter to send out safety tips of the day.
Exhibit the Driving and Texting Simulator at Schools around the country as they do the “drunk goggles”

15. International Case
Bacardi Limited teamed up with Burson-Mastella to launch first-ever global corporate responsibility campaign.
“Champions Drink Responsibly”
Teamed up with world champion racer Michael Schumacher to advocate that drinking and driving don’t mix.
Similar to At&t how consumption of alcohol or texting can have deadly affects.
Texting and driving is like drinking 4 beers and driving.
Very successful reached over 80 million people.

16. Conclusion Campaign generated millions of impressions.
Successful in generate awareness.
However, there is no correlation that the campaign has led to people to not physically text and drive.
Measuring social media engagements are not themselves an indicator of success and shouldn’t be measured as such.

17. Discussion Questions?
Would anyone take the pledge after seeing this campaign?
How could At&t effectively change the number of people that text and drive?
Why do you think people haven’t stopped texting and driving despite the success of this campaign?

18. The End
Questions?