AT&T has partnered with the CW television series "Melrose Place" to help spread its public service message "It can wait" about the dangers of texting and driving.
The message was built into a recent storyline, and the show's stars are appearing in a PSA running on TV and online, directing viewers to sign a Facebook pledge to drive safely.
"We have a particular interest in reaching the youth demographic, as they tend to rely on texting as their dominant form of communication and are often new drivers," Chris Schembri, vice president of media services at AT&T, tells Marketing Daily. "AT&T has an existing relationship with The CW and 'Melrose Place' via [traditional] advertising. As such, we leveraged this relationship to reach the network's core youth demographic."
The "it can wait" campaign was launched March 8. AT&T's campaign raises awareness about the risks of texting and driving and reminds wireless consumers, especially youth, that text messages can – and should – wait until after driving.
The national campaign features true stories and the text message that was sent or received before someone's life was altered, or even ended, because of texting and driving. By featuring real stories, the campaign demonstrates how insignificant a text message is compared to the potentially dire consequences of reading or responding while driving.
Source: PRNewswire
