• Dec 29, 2010
AT&T anti-texting documentary "The Last Text" – Click above to watch video after the jump

AT&T launched the "It Can Wait" campaign earlier in the spring of 2010. The idea behind the movement is to create more awareness about the dangers of texting and driving. In order to create more visual impact, AT&T has commissioned a documentary called The Last Text, and it focuses on a few young lives that have been impacted or even cut short due to distracted driving caused by a text message.

The video may play a bit heavily with the emotional subject matter, but it also helps drive home a very important message – Many lives can be ruined in the blink of an eye – all because you had to read or send that text message. Put your phone down for a minute then hop the jump to watch The Last Text.

[Source: AT&T via Engadget]

Show full PR text
As New Year's Eve Approaches, AT&T Aims to Reach Millions with Powerful Anti-Texting While Driving Message

AT&T Distributing Free Documentary Featuring Families Affected by Texting Behind the Wheel to Educators, Government Officials, Safety Organizations and Public


Dallas, Texas, December 27, 2010
"Where u at." Those three words made up the last text message Mariah West read before her car crashed into a bridge, ending her life. Approaching one of the most dangerous days on the road – New Year's Eve – AT&T* today announced the release of a powerful new documentary featuring stories from individuals, including Mariah's parents, whose lives have been altered by texting while driving.

The 10-minute piece will be distributed nationwide to schools, safety organizations, government agencies and more as part of AT&T's "It Can Wait" campaign. Each of the eight individuals included in the full-length reel volunteered their stories to help AT&T educate wireless customers – particularly youth – on the risks of tapping away on their cell phones in the car. The documentary can be viewed online at no charge on AT&T's "It Can Wait" website and on AT&T's YouTube page.

"Distracted driving is an epidemic, particularly among teens who are confident in their ability to text or talk while driving," said U.S. Transportation Secretary Ray LaHood. "Of the 5,500 people killed last year due to distracted driving, the largest proportion of fatalities occurred among young people under the age of 20. I hope teens will take this powerful video to heart and realize that when you're behind the wheel, no text message or phone call is worth the risk."

"This documentary is a raw look at the reality and hazards of texting while driving, and we hope it will make wireless customers think twice before pulling out their cell phones in the driver's seat," said Cathy Coughlin, senior executive vice president and global marketing officer for AT&T. "As a global telecommunications company, it is our responsibility to bring these risks to light, especially now during the holiday season and as we approach New Year's Eve."

The documentary is supported by CTIA – The Wireless Association, The National Safety Council (NSC), National Organizations for Youth Safety (NOYS) and Family, Career and Community Leaders of America (FCCLA).

AT&T is working to distribute the video to numerous government agencies and safety organizations around the country, as well as to educators, students and policymakers to put real faces to the growing problem and spread the message.

It will also appear on the websites and communication channels such as newsletters and social media pages of NOYS (http://noys.org/), along with tens of thousands of schools affiliated with the organization.

In addition, AT&T will share the documentary with its wireless customers, employees and families through:

AT&T's Teen Advisory Council – 10 teens of AT&T employees from across the country – and their schools;
AT&T U-verse® Mobile, AT&T U-verse Online and AT&T U-verse TV On Demand (airing continuously beginning this week on a dedicated channel at no cost to subscribers);
The AT&T employee "Defensive Driving" courses required for all company employees who drive as part of their job;
AT&T's Smart ControlsSM page (www.att.com/smartcontrols), an all-in-one destination with information and tools for parents and children on how to stay safe with technology, and tips to manage content, spending, time and location;
AT&T's "It Can Wait" resource center (www.att.com/txtngcanwait) and www.att.com multimedia download center; and
AT&T's Friends & Family page (http://itcanwait.att.com/)
AT&T's "It Can Wait" campaign launched in March 2010, and to date, more than 21,600 consumers have taken the pledge not to text and drive on AT&T's Facebook page, in addition to more than 16,700 AT&T employees through its internal social media channel. More than 10,000 pledges have also been made on the AT&T Friends & Family page – an employee-led initiative encouraging others to commit to the cause.

AT&T continues to raise awareness about the issue of texting and driving through a multifaceted initiative. The campaign spans print, radio, TV and online advertising, in-store signage, collateral and online billing. In addition, parents, high school educators and, most importantly, youth, can visit AT&T's online resource center. The site includes downloadable information about texting while driving such as a parent-teen pledge, a teen-teen pledge, a poster, a brochure, safety tips and more.

Since 2009, the company has revised its wireless and motor vehicle policies to more clearly and explicitly prohibit texting and driving, impacting its more than 265,000 employees; incorporated a don't-text-and-drive message on the plastic clings that protect handset screens on the majority of new devices sold in AT&T's more than company-owned 2,200 stores; and has integrated campaign messaging in AT&T catalogs, in-store signage and collateral, bills, e-mails, newsletters and more.

As one of the nation's leading employers and with one of the largest commercial fleets, AT&T has also incorporated a section on the hazards of texting and driving in its defensive driving classes, which all employees who drive as part of their job are required to take.

For additional information on AT&T's "It Can Wait" campaign, please visit www.att.com/txtingcanwait.

*AT&T products and services are provided or offered by subsidiaries and affiliates of AT&T Inc. under the AT&T brand and not by AT&T Inc.


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  • 25 Comments
      • 4 Years Ago
      Very well done. If I had kids, I would make them watch this.
        • 4 Years Ago
        Don't make them watch it -- tell them they can't watch it.

        How many more hits would the video get if the title said "banned"?
      • 4 Years Ago
      What is all this sudden "driving distracted" BS? Some how suddenly people are distracted yet for the last 80 years women have been driving around with a carload of screaming kids and no one saw a problem?
        • 4 Years Ago
        Back then you could beat your kids and no one would care.

        Nowadays the DVD player freezes or their DS runs out of batteries and they turn into whining crying little babies because they were raised too damn spoiled to just sit back there quietly and enjoy the scenery outside their window.
        • 4 Years Ago
        Can't you see that there is more distracted driving now than ever? There are still just as many screaming kids - all the distractions of the past 80 years PLUS cell phones equals more distracted drivers and more distractions per driver. A more concerted effort to combat distracted driving now makes perfect sense.
      • 4 Years Ago
      I'm 19 and I remember being in school one day my senior year talking about how I drive a manual car. The girl sitting next to me says, "If you use both hands while driving, how do you text?" I had to explain to her that since I don't use my phone while driving anyway, it's not a problem.
        • 4 Years Ago
        "how do you text?"

        you should have said,
        "you don't, dumb azz".
      • 4 Years Ago
      kids are doing it wrong.

      you don't look down for 5 seconds, and up at the road for 1 second.

      you never take your eyes off the road for more than 1 second. And that goes for the radio and a/c too.

      They should have taught that in driving school.
      • 4 Years Ago
      I would really like to know if the friends of these people still text while driving....
        • 4 Years Ago
        aa[ro]n

        Although I give you props for being honest enough to admit that you text and drive, that doesn't change the fact that you are a major idiot for doing so.

        Everyone thinks that they can talk / text / drive effectively. Obviously the message is lost on you and everyone else who feels they are able to do it better than the next guy. Newsflash, you're not special and no different from those in the video.

        You'll get what's coming to you and when that day comes, I hope you get sued and lose every material possession that you own and go to jail for your selfishness. My law firm specializes in these cases and believe me your phone records will be the first to be examined when you crash.



        • 4 Years Ago
        most likely.

        I text & drive.. I admit it.

        In my opinion, texting is no more distracting then messing with your navigation, looking at your navigation, changing your CD, talking to the backseat etc.

        I feel bad for these people and I would hate myself If i ever killed someone while texting & driving, but in reality, if you want distracted driving to cease, you basically have to take everything out of your car besides the frame.
        • 4 Years Ago
        @ Aaron - Your logic is flawed, while there are many distractions in our cars, texting is by far the most distracting. Car interiors are designed so that you can perform most auxillary functions easily, most people can change their CD or get directions from their navigation (it talks to you) while keeping their eyes and minds mostly on the road. If you are typing in destinations while driving, then yes, just as bad. Additionally If you are chit chatting in the car with passengers studies have shown it's safer than talking on a phone or texting because there are more eyes in the car to catch something on the road. Texting on the other hand not only pulls your eyes off the road it also takes your mind out of the car. It's not a one time, couple second inattention, like popping in a CD, glancing at or entering a dest. on your nav, it's usually a back and forth coversation that pulls your attention with every outgoing and incoming message. It's become even worse now with touch phones that you have to look at to type because there is no tactile feedback and now more people hide the phone in their lap (to avoid a ticket or public shaming) and have to look down even further to see what they are typing. It's not like your nav screen which is mounted in an optimal position for keeping your eyes close to the road.
      • 4 Years Ago
      People can be so null-headed that we need to make these things to prevent them from offing themselves on the road....

      I say let Darwin fire up his chainsaw of justice and do his work. Don't get in the way!!
        • 4 Years Ago
        True :
        • 4 Years Ago
        While I totally agree, unfortunately, a lot of innocent people would die as well. In fact, every time you hear about someone driving while texting or drunk, they always come out of the wreck scratch free while killing an innocent family of 5 coming home from grandma's place.
      • 4 Years Ago
      I've seen ads like this for months on the teevee, something about showing the last text someone tried to write or read when they dumassedly crashed their car and died.

      I doubt it gets the point across to most people, and even since WI banned texting while driving here last month, I still know people, and see people daily, that still do it.
      Kellie
      • 4 Years Ago
      I believe the same can be said about touch screen radios and gps systems they are putting standard in cars now a-days....touch screen requires you to look at it and therefore you are not looking at the road...yes touch screen is a step up for technology but as far as in cars, it is just as dangerous as texting while driving because you are not looking at the road
      • 4 Years Ago
      It was a well assembled video. Its just really hard to reach teenagers or younger people as invincibility supersedes some rational thought.
      • 4 Years Ago
      To people that say talking on a cellphone is no more distracting than talking with a person in the car, I disagree.

      Next time you're on the phone, pay attention to where your focus is. You'll notice that because the person you're talking to is not within proximity, your focus will actually be in the space between your conversation partner and you, which inconveniently is not on the road, but likely many miles away.

      When you're talking to someone in the passenger seat on the other hand, your conversation is confined to the interior of your car, and your focus remains much more so on the road. This works on the same principle as how when you enter your car, you increase your "me space" to the whole car, hence you're careful not to back into other cars etc. Similar effect as when you're in a room, and are attentive to others entering or leaving it.
        • 4 Years Ago
        You are right and studies have proven this, 2 people talking in a car is much safer because there are 2 people watching the road even if at different times rather than 1 person semi paying attention. Of course it's not always the case but generally it's much safer than being on a cell phone.
      • 4 Years Ago
      My question in regards to distracted driving is as follows. Has anyone ever driven by a Police Officer and noticed what they were looking at? Yes you as the driver are distracted for looking over but at least you were not staring at a toughbook mounted above the shifter. Autoblog, please pose that question online and see what kind of responses you get. Law enforcement personnel should not get a pass for distracted driving if they can pull us over for texting while driving.
      • 4 Years Ago
      I personally think that the same can be said for cell phones in general, not just texts.

      Don't use a cell phone while driving, PERIOD. It IS a distraction regardless of what you are doing with it.
        • 4 Years Ago
        I'd even go one further level and say some people are terrible with distractions in general.
        • 4 Years Ago
        Bingo, unless your car isn't moving a person shouldn't even be touching their phone or even using it hands free imo.
        • 4 Years Ago
        This is aimed at teens and their parents. That's why it focuses on texting. I still think talking on the phone is more dangerous as well.
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