AT&T “It Can Wait Meme”


The danger of texting while driving took center stage when Google and agency MRY partnered to create a meme generator website in support of AT&T’s “Texting & Driving…It Can Wait” campaign. The mission going in was to help young people understand that texting while driving is personally relevant; and to change their own behavior by making TWD socially unacceptable—while making it cool to do something about it. Through John’s leadership and the technology and power of the social web, the AT&T “It Can Wait” meme creator was born.

Under the banner “Practice Safe Text,” this easy to use tool encourages young people to “put dangerous texts from behind the wheel in their place” by transforming them into animated gifs. Users then send these self-made creations to friends as a fun yet serious way to remind them not to text and drive. Users are also provided with an opportunity to get further involved in the cause and to join the It Can Wait community by taking a pledge to stop texting & driving—a pledge that nearly 6 million people have made thus far.

September, 2014
ECD: John Militello
CD: Maria Perazzo
Producer: Bryan Rodman
Vendor Partner: Unit 9

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