Most Powerful Message: It Can Wait
By Cathy Coughlin
In 2009, our Chairman and CEO Randall Stephenson told us that we couldn’t sit back while people used our products and services in an unsafe manner. He challenged us to get the word out on the dangers of texting and driving in a big way.
So we treated his call to action as we would any important marketing launch. We conducted research, developed a plan, built an ecosystem of partners and together put extensive resources behind getting the word out.
The result is It Can Wait, a big effort with the simple goal of saving lives. It is advocated by AT&T and its employees, thousands of our vendors and partners, and millions of Americans who have pledged to never text and drive -- and champions the message, “No Text is Worth a Life - It Can Wait."