Winner: AT&T – AT &T’s ‘The Last Text’ Documentary to Curb Texting While Driving
With 854 billion text messages projected to cross the AT&T network throughout 2011, the wireless company recognized an opportunity to educate the public about the dangers of texting while driving. In December 2010 AT&T debuted a 10-minute film called The Last Text, featuring real accounts of how lives were altered—or even ended—because of texting while driving. On the day of launch ABC’s Good Morning America aired a five minute exclusive, including interviews with a victim’s mother from the documentary. There were nearly 100,000 views of the documentary on the first day, and 62,000 pledges have been made across AT&T channels. —RD
Honorable Mentions
Cohn & Wolfe New York – American Girl Inspires Girls to Shine with Online Charitably Driven Product Launch: A grassroots program inspired girls to visit the Shine On Now Web site and contribute a free “star” to help American Girl donate $1 million to four charitable organizations.
Edelman & Best Buy - Sustainability Report Goes Interactive: In concert with the Best Buy CSR report launch in July 2011, Edelman executed a sustainability webinar that featured live video streaming and Twitter conversations.