Campaign details

Advertiser: AT&T
Brand: AT&T
Agency: BBDO New York 
Country: United States


Every year, about 3,500 Americans die and nearly 400,000 are injured in distracted driving accidents.1 Through its "It Can Wait" campaign, AT&T has emerged the leader among the plethora of organizations, both public and private sector, that have made this a cause. This campaign is enormously important to AT&T, and so at the highest level, our "commercial" objective remained constant for these years campaign: to reduce the number of distracted drivers on the road.

Since its inception, It Can Wait has made tremendous headway in creating awareness and educating people. Today, 98% percent of Americans see distracted driving as dangerous, and 76% see it as a major problem facing the country.2 As with many social issues, however, attitudes change before behaviour does. This is where we are with distracted driving.