A Report to Raising Awareness on the Dangers on Texting While Driving

Goal

To raise awareness about the dangers on texting while driving and to make people realize a text message is not worth risking your life over. The main goal is the educate people about the dangers of using a cell phone to text while operating a vehicle.

Objectives

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To educate external and internal audiences about the dangers of texting from late 2009 to December 2010 through various tactics.
To get external and internal audiences to commit to not text wile driving through social media outlets. To obtain coverage in national, local and regional media outlets (TV, Newspaper, and Internet) to reach anyone who texts while driving. To get internal and external audiences to relay the message of Txtng and Driving..It Can Wait to others.

Strategies

AT&T used social media outlets to reach the social media generation because statistic showed that generation is more likely to text while driving. AT&T visually demonstrated the dangers of texting while driving using online VIdeos. AT&T used its employees as catapults to show others what they should do by having them leading by example. AT&T created a Pledge for its employees and others to sign. AT&T used teens to help them come up with ideas to increase the knowledge of the texting while driving message. AT&T conducted research to be better equipped in tackling the issue, so they will be more credible.

Tactics

AT&T used Facebook and Twitter to interact o AT&T posted National Press Release's on the Facebook Page and it's TWitter.
o AT&T aunched the "It Can Wait" Page on Facebook so followers could pledge to no longer text while driving. AT&T Ccreated a stakeholder educational package so that investors would know what their money was being used for, so they would be more likely to invest more
for a cause like this. AT&T's story was news worthy enough to have a story featured in USA Today on a mother who lost her daughter.
AT&T posted a 10-minute long documentary about people who had been affected by the recklessness of texting while driving. AT&T integrated the Txtng and Driving.. It Can Wait message in an episode of popular show Melrose Place and had a p0st-episode PSA featuring the message. AT&T implemented the " Teen Advisory COuncil" to help them come up with better ways to reach teens because asking the source can help you better cater to the wants and needs of your audience.

AT&T requested the involvement of third party groups like CTIA, National Safety Council (NSC), National Organizations for Youth Safety (NOYS), Family, Career and Community Leaders of America (FCCLA) the gain credibility and also to have access to the people who supported the messages of these other organizations.

Suggested Tactics

Do a countrywide tour of victims or family members of victims of accidents caused by texting and driving to major universities to speak about their experiences. Having the person in front of you can be very effective and can "Scare" people into doing what you want. Purchase advertising space. Not just a mention during a show and a post show PSA use commercials, billboards and radio commercials. I was surprised that AT&T did not do that considering they have a cable company.

Advertising might be expensIve and is not always noticed by everyone it seems like a more effective way but statistics show that it you see/hear something seven times it will start to resonate. People might take the pledge but not everyone will actually sit and read all of the information provided about the pledge. A commercial is a way to rely a message to people of a "lazy' culture. Billboards are another great way to remind people not to text while driving. Most billboards are seen while driving SO a great message like "Is a text saying Ya really worth dying over" will make people put their phones down. The same scenareo with radio. People mostly listen to radio now while in the car so the commercial serves as an extra reminder not to txt while driving.

Critique

The campaign is a wonderful cause. I think it is really great that the message is coming from a cell phone company because it shows not only its customers but also Customers of other carriers that they want them to use their products but in a safe manner. It sets a precedent for all other cell phone companies to be concerned that their Customers are using their product properly. Even having the company employees lead by example and take the pledge was a very good public relations move. Taking on this issue as a whole company shows the general public that AT&T cares and if they were to ever be sewed by individuals that used a cell phone to text while driving the company could say we've spent millions of dollars in support against texting and driving. I think this a very clever passive way of covering the company. The strategies and tactics used were all very clever.

The documentary was a very good public relations tactic although I think AT&T could have led with it. AT&T did not release the video until December 2010, which was the last phase of their campaign. The first testimonial was released via newspaper in the USA Today, which was released in March. Visuals register better that text;, newspaper is a dying medium. AT&T was trying to reach all cell phone users but implemented a Teen Advisory Council so it was obvious that AT&T knew teens are more likely to text while driving. My question to Al&T IS if teens are the main audience out of a very broad audience they are trying to reach why would the first testimonial come in the USA Today when majority of teens do not read the USA Today? It seems like the video Would have been better suited being the first thing people see before they take the pledge on the website, Facebook, or Twitter.

At least that way people are getting the information about the seriousness of the message and know what they are taking a pledge for because most people won't even read what the whole pledge says let alone a whole article in USA Today. Using the show Melrose Place as a vehicle for the Txtng and Driving..It Can Wait was a good idea but I feel like it was a waste of time. You are only reaching one demographic of mainly teens that watch that shoW. Melrose Place was not exactly the most popular show to begin with. The Show lasted one season and was cancelled. I think a commercial that was a clip from the documentary would have been a better move for TV exposure. People would recognize the clip and associate it with the documentary and vice versa.

Having the message resonate is important and having a few TV stars of a mediocre show is not really going to suffice at least not for long-term memory. This campaign is really superb, my suggestions a critique of the case might be harsh but| really agree with the tactics of this campaign. I just think that the strategies could have been improved and with that comes better targeted tactics. Those are the only thingsI feel negatively about but everything else; the research, objectives and most of the tactics were spot on with the cause.

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