Upper Darby High School Joins AT&T in Reminding Consumers That Texting 'Can Wait'

UPPER DARBY, Pa., April 29 /PRNewswire-FirstCall/ -- AT&T* has launched a new campaign to raise awareness about the risks of texting and driving. Today, Upper Darby High School joined this important public safety initiative and encouraged all wireless consumers, especially youth, that text messages can – and should – wait until after driving.

AT&T is taking that message to Upper Darby High School students today with a unique program. As part of the national "Txtng & Drivng – It Can Wait" campaign, AT&T partnered with the Upper Darby Post-Prom Committee. Students will be given the opportunity to sign a commitment pledging to not text while driving. AT&T will donate $1 for every pledge received and the funds collected will go directly to the school's post-prom activities.

"Trying to do many things at once has become so common that many people don't think about the serious dangers of texting and driving," said Dana Spino of Upper Darby School District. "It only takes a few seconds to be distracted, but those few seconds can change a life forever."

AT&T's national campaign features true stories about text messages that were sent or received before someone's life was altered, or even ended, because of texting and driving. By featuring the real stories, the campaign will demonstrate how insignificant a text message is compared to the potentially dire consequences of reading or responding while driving.

"We are thrilled to have so many consumers using our devices and our network to connect with their friends and family, but we are encouraging them to not do so when it might be unsafe for them or other drivers," said Dan Lafond, vice president and general manager for AT&T in central and eastern Pennsylvania. "We are proud to partner with the Upper Darby High School to help promote a safe prom season. The simple fact is, no text message is so urgent that it is worth putting lives in danger to read or reply."  

While the campaign is important for all drivers, it is particularly focused on young drivers.

For example, in one of the television spots, the text "Where u at?" flashes on the screen and a mother says, "This is the text my daughter was reading when she drove into oncoming traffic." The ad also includes the message "No text is worth dying over" and the campaign's tagline, "Txtng & Drivng ... It Can Wait."

The new campaign will span print, radio, TV and online advertising – which will be rolled out in the coming months – as well as in-store signage, collateral and online billing. In addition, parents, high school educators and, most importantly, youth, can now visit AT&T's online resource center www.att.com/txtngcanwait. The site includes downloadable information about texting while driving such as a parent-teen pledge; a teen-teen pledge; a poster; a brochure; safety tips; and more.

AT&T also has launched a Facebook application, which can be found at www.facebook.com/att. Friends can share this application with one another to encourage each other to take the pledge to not text and drive. AT&T will also be promoting the pledge via Twitter to ask followers to rally around the cause. You can follow @ShareATT on Twitter.

In September 2009, AT&T announced a commitment to raise awareness about the issue of texting and driving through a multifaceted initiative to educate employees, customers and the general public about using wireless devices safely while driving. That commitment included revising the company's wireless and motor vehicle policies to more clearly and explicitly prohibit texting and driving, impacting its approximately 280,000 employees; incorporated a don't-text-and-drive message on the plastic clings that protect handset screens on the majority of new devices sold in AT&T's more than 2,200 stores; and integration of the campaign messaging in AT&T catalogs, in-store signage and collateral, bills, e-mails, newsletters and more.

By using multiple touch points, AT&T expects the campaign to reach millions.

*AT&T products and services are provided or offered by subsidiaries and affiliates of AT&T Inc. under the AT&T brand and not by AT&T Inc.

About AT&T

AT&T Inc. (NYSE: T) is a premier communications holding company. Its subsidiaries and affiliates – AT&T operating companies – are the providers of AT&T services in the United States and around the world. With a powerful array of network resources that includes the nation's fastest 3G network, AT&T is a leading provider of wireless, Wi-Fi, high speed Internet and voice services. A leader in mobile broadband, AT&T also offers the best wireless coverage worldwide, offering the most wireless phones that work in the most countries. It also offers advanced TV services under the AT&T U-verse(SM) and AT&T |DIRECTV(SM) brands. The company's suite of IP-based business communications services is one of the most advanced in the world. In domestic markets, AT&T Advertising Solutions and AT&T Interactive are known for their leadership in local search and advertising. In 2010, AT&T again ranked among the 50 Most Admired Companies by FORTUNE® magazine. 

Additional information about AT&T Inc. and the products and services provided by AT&T subsidiaries and affiliates is available at http://www.att.com. This AT&T news release and other announcements are available at http://www.att.com/newsroom and as part of an RSS feed at www.att.com/rss. Or follow our news on Twitter at @ATTNews. Find us on Facebook at www.Facebook.com/ATT to discover more about our consumer and wireless services or at www.Facebook.com/ATTSmallBiz to discover more about our small business services.

© 2010 AT&T Intellectual Property. All rights reserved. 3G service not available in all areas. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T affiliated companies.

SOURCE AT&T Inc.

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