Phillies star Shane Victorino joins AT&T in reminding students texting “Can Wait”
AT&T has launched a new campaign to raise awareness about the risks of texting and driving. Area high school students can visit any AT&T retail location in the Philadelphia area through August 28 to enter to win a chance to bring Phillies star Shane Victorino to school for a day. Victorino joins AT&T in this important public safety initiative that encourages all wireless users, especially youth that text messages can – and should – wait until after driving.
“I know better than anyone that texting is part of everyday life, but nothing is so important to risk lives,” said Victorino, outfielder for the Philadelphia Phillies. “It only takes a few seconds for that message to mean the difference between life and death. It can wait.” AT&T’s national campaign features true stories about text messages that were sent or received before someone’s life was altered, or even ended, because of texting and driving. By featuring the real stories, the campaign will demonstrate how insignificant a text message is compared to the potentially dire consequences of reading or responding while driving.
“We are thrilled to be working with Shane to help us deliver an important safety message and at the same time provide an experience of a lifetime for one lucky student.” said Dan Lafond, vice president and general manager for AT&T in central and eastern Pennsylvania. “While our lucky student gets to take Shane to school in a limo, receive tickets to a game and go on the field, his or her school will take part in a valuable educational experience on the dangers of texting while driving.”
The new campaign spans print, radio, TV and online advertising as well as in-store signage, collateral and online billing. In addition, parents, high school educators and, most importantly, teens, can now visit AT&T’s online resource center www.att.com/txtngcanwait. The site includes downloadable information about the dangers of texting while driving including a parent-teen pledge; a teen-teen pledge; a poster; a brochure; safety tips and more.
AT&T is also promoting the program through the company’s Facebook page with an application that lets friends encourage each other to take a pledge to not text and drive. 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. That commitment included revising the company’s 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 integration of the 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.