CSR Awards: Cause Branding Campaign


Winner: AT&T and FleishmanHillard – It Can Wait: The Power of a Movement

Cause Branding Campaign_AT&T and FleishmanHillardFew things have become more ingrained in our everyday lives – more relevant to us all – than our smartphones. But the misuse of a smartphone, such as texting while driving, can forever change the life of the driver and the lives of others. In an instant, something considered so absolutely relevant – a smartphone with a text message that takes a driver’s eyes off the road – can become so painfully irrelevant.

In late 2012, AT&T and FleishmanHillard produced an emotional video that captured this instantaneous shift from relevancy to irrelevancy. But instead of telling the story through the lens of the driver, the team told the story through the eyes of the smartphone itself. The resulting “Eyes of a Phone” video was a unique opportunity for a technology company like AT&T to emotionally convey a message – No text is worth a life … It Can Wait – in support of the It Can Wait program to end texting and driving.

The video was released right before the 2012 holiday season so that media would use it as a storytelling asset as they were reporting on holiday travel. It also was re-released in the spring of 2013 in connection with the release of survey results showing that business commuters also heavily text while driving.

The team engaged bloggers at all levels and journalists who would be willing to show the video in its entirety, and the campaign was especially cognizant of targeting parenting bloggers who would be more likely to embed content.

Honorable Mentions:

  • JetBlue Airways - Soar with Reading 2013
  • Largemouth Communications - Kangaroo Express, Salute our Troops
  • Mary Kay, Inc. - Don’t Look Away
  • MasterCard - Project Inspire: 5 Minutes to Change the World
  • RF|Binder Partners - You're Doing OK!: JOHNSON'S Baby Gives Back and Reassures Moms
  • Weber Shandwick and ExxonMobil - 2013 Mickelson ExxonMobil Teachers Academy


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