Your Attention, Please

Communications /

AT&T is launching an all-new Virtual Reality (VR) experience to show the real dangers of distracted driving as part of our It Can Wait campaign.

By Ryan Luckey, Assistant Vice President of Corporate Brand Marketing

Enter stage left. Cue spotlight.

We’re launching an all-new virtual reality (VR) experience as part of our It Can Wait campaign.

The new VR experience reinvents the original approach of a driving simulation, now bringing you face-to-face with the very real dangers of distracted driving. You’ll hear the raw, personal stories of its victims, living in a nightmarish reality.

This year, we’ll be taking the new experience on a nationwide tour of more than 200 stops. The tour setup will feature a memorial wall, a wall of keys representing lives lost, and a wall made to look like crushed car parts that surround the viewer. This theatrical production has an audience of one. You.

When the It Can Wait campaign launched its VR experience in 2015, we had no way of knowing how impactful it would be. It’s toured the country 3 times, visiting schools, conferences and events to simulate the dangers of distracted driving.

But we’re raising the bar… because the stakes are higher than ever.

Nearly 9-in-10 people admit to using their smartphone behind the wheel. Yet nearly a quarter of people don’t identify using a smartphone while driving as a major problem. 1

Did that get your attention?

But we know it’s a major problem – hundreds of people die, and thousands of crashes occur every year from smartphone use while driving.2 So, we’re bringing the issue to center stage, immersing a visually driven generation in a striking 3D experience to help raise awareness and ultimately save lives.

Will you give the road your full attention? You are the solution. Join the movement and take the pledge to end distracted driving at

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1 Online survey with 7,505 respondents (total distracted drivers n=6,438) conducted by Kantar Added Value. Ongoing survey, data represented here were collected January 2017- December 2017. National panel sample (ages 15-54, drive, and have a smartphone).

2 U.S. Department of Transportation National Highway Traffic Safety Administration’s Distracted Driving 2015 Report, Table 6