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AT & T It Can Wait Campaign Analysis

942 Words4 Pages

Type and nature of attitude and behavior change campaign The campaign that is going to be discussed is the AT&T It Can Wait campaign that is designed to prevent individuals from texting and driving. This campaign has changed as smartphone driving distractions have developed beyond texting to include social media, web surfing, video chatting and many more.

Situation The It Can Wait discovering started in 2010 to raise awareness of the many dangers of texting and driving while awareness being the main focus in 2011 for this campaign. As this campaign quickly began to rise, in 2010, AT&T shifted the program from awareness to action by reaching out to schools across the nation as well as communities. They delivered their messages by creating …show more content…

There was a teen-developed toolkit that equipped countless individuals, from government officials, families, automotive companies, teenagers and more with materials that raise awareness of this issue. AT&T is currently working to provide this to every high school in the country. On an average day, AT&T retail employees engage in over thousands of conversations which they are urged to all Americans to commit that they will never text and drive. One thing that I found interesting is that in AT&T catalogs, bills, emails and newsletters, there are integrated messages to promote and spread the word of the It Can Wait …show more content…

The campaign has received a major third-party support system which involves other critical third-party organizations which include, the FCC, National Organizations for Youth Safety (NOYS), National Safety Council, and the U.S. Department of Transportation. They have also recruited law enforcement, national retailers, educators, consumer safety groups, legislators and many more to join no texting and driving movement. The use of social media has been a great use to spread the message as well such as Instagram, Twitter, and Facebook. YouTube has also been a great asset in spreading the world which has gained millions of views across the nation. Many public service announcements are also one of the major ways that the It Can Wait campaign has spread the word about this effort.

Calendar/Timeline/Budget This campaign has been up and running ever since the month and year of March 2010 and is still expanding on ensuring the public of the dangers of texting and driving.

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