It Can Wait

Campaign: It Can Wait
Company: AT&T, T-Mobile, Sprint, Verizon
Nonprofit Partner: None
Launch Date: September 5, 2013

Campaign Description:

Four national wireless service providers (AT&T, Sprint, Verizon and T-Mobile) are spearheading a message-focused cause marketing campaign called ‘It Can Wait’, urging people to share their commitment to never text and drive. Individuals can sign up online to pledge and get resources that will help them share their commitment on social media and in their communities. A ‘Drive 4 Pledges’ day on September 19 will encourage people to change their Facebook images, use a campaign hashtag via Twitter while offline activation include pledge drives and distributing posters. The carriers will run co-branded advertising on national TV, social media outlets and in stores.

Our Take:  

Anytime major competitors band together for a cause, we sit up and take notice. For this particular campaign, it appears the wireless industry has rolled up their sleeves and gotten serious. In addition to the robust online resources (including a texting-while-driving simulator), the partners have leveraged their assets and tremendous reach to spread the word. To name a few: GE Healthcare will provide fleet vehicles with window clings; the Goodyear blimp will display over Miami and LA; Major League Baseball will promote the message at games and via social media; several MLB, NHL and MBA teams will support the message to fans; National Auto Body council member shops will hold mini pledge drives; Girl Scouts will support the effort. Importantly, campaign effectiveness is being measured – one in three people who’ve seen the message say they’ve changed their driving habits. The partners aspire to create a social stigma around texting and driving. With this level of commitment and activation, we think the chances are pretty good.