Launching a Movement...while driving. :( #itcanwait Nathan, WI . 28 . 29 . 30 Small budgets aren’t...
Transcript of Launching a Movement...while driving. :( #itcanwait Nathan, WI . 28 . 29 . 30 Small budgets aren’t...
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© 2013 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
Launching a Movement: AT&T’s Campaign to End Texting & Driving
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2 © 2013 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
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Movements need the right tension points.
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Texting and driving is a common behavior
43% of teens text while driving
73% of teens look at their phones at a red light
77% see their parents text and drive
89% expect a response to a text within 5 minutes
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100,000+ injured or die in accidents related to texting
drivers each year
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OMG
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yeah
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it can wait.
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PSA
© 2013 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property. 14
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Werner documentary
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Movements beg to be shared.
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Movements get personal.
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My boyfriend lost his life texting and driving. He was trying to text me to tell me he’d be home soon. Unfortunately he never made it home and ended up in the morgue instead!! It’s just three simple words “it can wait”. We should all encourage our loved ones not to talk or text and drive. #itcanwait
Joanne, Wa
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I am a paramedic. I have seen the results of texting and driving. #itcanwait
Kimberley, GA
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My grandfather died from texting while driving. :( #itcanwait
Nathan, WI
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Small budgets aren’t limitations.
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Goodyear blimps
displayed the message
in the skies over Miami
and Los Angeles.
A prominent global amusement
park shared the message with its
more than 95,000 of its employees.
The Girl Scouts worked with its
112 councils nationwide to inspire
pledges within their memberships
and communities.
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Movements require purity of purpose.
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3
7
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Our results.
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140 advocates 1,500 advocates
impressions during 16-week campaign
1.8 Billion impressions during 32-week campaign
4.8 Billion
pledges on 9/19/12 97,472 pledges on 9/19/13 211,723
AT&T only All 4 major carriers
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In 2013, we raised a lot of awareness
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And people are taking action
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It’s changing people’s attitudes
AT&T ICW TWD Ad Hoc Tracker, 2012
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© 2013 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property. 44
And making and impact
7.8%
reduction
32,000
fewer crashes attributable to ICW campaign
(400K annual crashes in TX*)
An early analysis of one state suggests social media is particularly effective at changing behavior
* Lorem ipsum dolor sit amet
Social
Media
Accounted for
43% of the reduction
Pledges
Accounted for
19% of the reduction
Drive
Mode
Accounted for
15% of the reduction
*Social media is Twitter (including AT&T and celebrity posts)
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Michelle Kuckelman
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Thank you.