2013 Digital PR Awards: Contest-Game

Winner: AT&T with FleishmanHillard - the It Can Wait No Texting While Driving Movement

Not often will a company call on people not to use one of its services, but that's exactly what was at the heart of AT&T's effort to curb texting while driving. Since 2009, AT&T has talked about the texting and driving issue in advertising, media relations and social media. But in 2012, AT&T, with the help of FleishmanHillard, grabbed the wheel and took its “It Can Wait No Texting While Driving Movement” campaign to the next level with the introduction of a 3D texting-and-driving simulator, which it hoped would help drive changes in teenage behavior.

The simulator, which featured gaming technology, allowed teens to physically sit in a chair and "drive" using the simulator's pedal and wheel to steer around obstacles on a video screen while texting on an actual phone. The 3D texting-and-driving simulator became the center of a hands-on program throughout 2012 that AT&T hoped would help start curbing a generation's texting practices.

While AT&T recognizes texting while driving is a concern for all age groups, the company found that teens send five times as many text messages as a typical adult, on average. And, 75% of them reported that their friends texted while behind the wheel, with 89% reporting an underlying peer pressure to do it.

Since the campaign's inception, and particularly following the launch of the simulator, more than 1.6 million have taken the pledge to not text while driving at ItCanWait.com and through Facebook, Twitter, simulator events and text-to-pledge initiatives; while 50,000 plus experienced the simulator through events and through the online simulation game.

In addition, the campaign has generated significant momentum across traditional and social media channels, including 7,500+ media placements generating 2 billion+ impressions; 310 million+ unique user accounts across Facebook, Twitter and YouTube; and 197 million+ Twitter accounts reached with #ItCanWait.

Honorable Mentions:

  • Blue Cross Blue Shield of Michigan - “Make the Play” for a Healthier Future: Encouraging Healthy Habits in Michigan Children
  • CertainTeed Corporation - 2012 $75,000 Exterior Living Spaces Home Makeover Facebook Contest
  • Ignite Social Media - FIAT Score a Scorpion Sweepstakes
  • RF|Binder - Spreading Talenti Cheer! Contest
  • Toshiba America Business Solutions - Toshiba Helps Nation's Helpers
  • Weber Shandwick - POND'S Luminous Effect Photo Sweepstakes