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Texting and driving: Cell rivals join campaign about dangers of own product

Cell phone companies are banding together in an ad campaign that aims to educate teens and adults on the dangers of texting and driving. 

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The country’s four biggest cellphone companies are set to launch their first joint advertising campaign against texting while driving, uniting behind AT&T’s “It Can Wait” slogan to blanket TV and radio during the summer of 2013. In this 2011 file photo, a driver uses an iPhone while driving Wednesday, in Los Angeles.

Damian Dovarganes/AP Photo

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The country's four biggest cellphone companies are set to launch their first joint advertising campaign against texting while driving, uniting behind AT&T's "It Can Wait" slogan to blanket TV and radio this summer.

AT&T, Verizon Wireless, Sprint and T-Mobile will be joined by 200 other organizations backing the multi-million dollar ad campaign.

The campaign is unusual not just because it unites rivals, but because it represents companies warning against the dangers of their own products. After initially fighting laws against cellphone use while driving, cellphone companies have begun to embrace the language of the federal government's campaign against cellphone use by drivers.

AT&T and Verizon have run ads against texting and driving since 2009. In 2005, Sprint Nextel Corp. created an education program targeting teens learning to drive.

"Every CEO in the industry that you talk to recognizes that this is an issue that needs to be dealt with," AT&T CEO Randall Stephenson said in an interview. "I think we all understand that pooling our resources with one consistent message is a lot more powerful than all four of us having different messages and going different directions."

Beyond TV and radio ads, the new campaign will stretch into the skies through displays on Goodyear's three blimps. It will also include store displays, community events, social-media outreach and a national tour of a driving simulator. The campaign targets teens in particular.

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