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AT&T TXTNG & DRIVNG CAMPAIGN URGES CONSUMERS THAT 'IT CAN WAIT'


Mon, Apr 12th, 2010
Posted in State of Minnesota

MINNEAPOLIS, April 9, 2010 - 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,* the Minnesota Department of Public Safety, the Hennepin County Sheriff and the Insurance Federation of Minnesota are 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 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 demonstrates 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 Bob Bass, president, AT&T Minnesota. "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."



"Texting while driving puts lives at risk," says Cheri Marti, director of the Department of Public Safety Office of Traffic Safety. "Just like impaired drivers, people who text behind the wheel are disregarding the safety of fellow motorists."



"When you text while you drive, it is not a decision that affects only you. You are putting other people on the road at risk, as well," said Hennepin County Sheriff Rich Stanek, "You can not text and drive safely at the same time."



The new national 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/txtngcanwait. The site includes downloadable information about texting while driving such as a parent-teen pledge; a teen-teen pledge; a poster; a brochure; safety tips; and more.



AT&T also has launched a Facebook application, which can be found at www.facebook.com/att. Friends can share this application with one another to encourage each other to take the pledge to not text and drive. AT&T will also be promoting the pledge via a "twitition" on Twitter to ask followers to rally around the cause. You can follow @ShareATT on Twitter. In addition, to honor those taking the pledge, AT&T will contribute $250,000 to one or more non-profit organizations focused on youth safety and will announce the selected non-profit organization(s) at the start of National Youth Safety Month in May.



"While our campaign is important for all drivers, we're particularly focused on youth," said Bass.



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-and-drive message on the plastic clings that protect handset screens on the majority of new devices sold in AT&T's more than 2,200 stores; and will integrate campaign messaging in AT&T catalogs, in-store signage and collateral, bills, e-mails, newsletters and more.



By using multiple touch points, AT&T expects the campaign to reach millions.

Find More Information Online:



Web Site Links:

Related Media Kits:

AT&T Web Site

AT&T Wireless Web Site



AT&T Smart Limits

Text Messaging



Related Releases:

Related Fact Sheets:

AT&T Offers Tips to Help Consumers Avoid Falling Victim to Text Messaging Scam

AT&T Keeps Parents and Kids Connected with New AT&T FamilyMap Tool and Affordable New Devices

Wireless Safety Tips

Smart Limits for Wireless

A Parent's Guide to Texting







* AT&T products and services are provided or offered by subsidiaries and affiliates of AT&T Inc. under the AT&T brand and not by AT&T Inc.



About AT&T

AT&T Inc. (NYSE:T - News) is a premier communications holding company. Its subsidiaries and affiliates - AT&T operating companies - are the providers of AT&T services in the United States and around the world. With a powerful array of network resources that includes the nation's fastest 3G network, AT&T is a leading provider of wireless, Wi-Fi, high speed Internet and voice services. AT&T offers the best wireless coverage worldwide, offering the most wireless phones that work in the most countries. It also offers advanced TV services under the AT&T U-verseSM and AT&T | DIRECTVSM brands. The company's suite of IP-based business communications services is one of the most advanced in the world. In domestic markets, AT&T Advertising Solutions and AT&T Interactive organizations are known for their leadership in directory publishing, advertising sales and interactive local search applications. In 2009, AT&T again ranked No. 1 in the telecommunications industry on FORTUNE magazine's list of the World's Most Admired Companies.



About Philanthropy at AT&T

For over 25 years, AT&T and the AT&T Foundation have been committed to advancing education, strengthening communities and improving lives. Through its philanthropic initiatives and partnerships, AT&T supports projects that create learning opportunities; promote academic and economic achievement; and address community needs. In 2009, nearly $155 million was contributed through corporate, employee, and AT&T Foundation-giving programs.



© 2010 AT&T Intellectual Property. All rights reserved. 3G service not available in all areas. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T affiliated companies.



Note: This AT&T news release and other announcements are available as part of an RSS feed at www.att.com/rss. For more information, please review this announcement in the AT&T newsroom at http://www.att.com/newsroom.

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