AT&T: It Can Wait
AT&T sponsored nationwide initiative asking teens to take a pledge to stop texting while driving. The campaign encourages them to wait until they stop before responding. Thus, “I waited.” Aimed at the one thing on teens minds besides texting.
Heavily social at base, the campaign also brought in elements from in-game, out of home and tactile reminders to keep a generation focused, and alive.
To date over 7 million teens have taken the “It can Wait” pledge.