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AT&T, the CW launch campaign to stop texting while driving

The CW has partnered with AT&T on a campaign to educate consumers on the dangers of texting and driving.

Stars Katie Cassidy and Michael Rady from the network?s show ?Melrose Place? will take part in the campaign called ?Txting and Drivng? It Can Wait.? While the campaign is important for all drivers, AT&T is particularly focused on reaching youth.

?Our strategy is creating a surround sound approach to educate our customers, the general public and our employees about using wireless devices safely by leveraging our many touch points,? said Chris Schembri, vice president, AT&T Media Services.

?To reach our key target, youth, our primary focus is leveraging online channels and promoting heavily in the digital space through social media,? he said. ?For example, we launched an online resource center, www.att.com/txtngcanwait, a Facebook pledge at http://www.facebook.com/att that allows friends to encourage one another not to text and drive by taking a pledge and we also promote on Twitter.

?In addition, a majority of new wireless devices in our stores include a screen cling message that asks users not to text and drive.?

Text campaign
The CW will include a reference to the campaign in the March 30 episode of Melrose Place and will be featured on the network?s Web site.

According to AT&T, in 2009, 457 billion text messages crossed the network compared to an approximate 243 billion in 2008 and 88 billion in 2007.

Earlier this month, the AT&T launched a national campaign to raise awareness about the risks of texting and driving, reminding users that text messages can and should wait until after driving.

The campaign features true stories and the text message that was sent or received before someone?s life was altered or ended because of text and driving.  

?AT&T has an existing relationship with The CW and Melrose Place via advertising,? Mr. Schembri said. ?We leveraged this relationship to reach the network?s core youth demographic.?

Mobile awareness
AT&T announced a commitment to raise awareness about the issue of texting and driving in September 2009. The company launched a multifaceted initiative that it claims educates employees, customers and the general public about using wireless devices safely while driving.

The company has revised its wireless and motor vehicle policies to prohibit texting and driving. AT&T incorporated a don?t-text-and-drive message on the plastic clings that protect handset screens on the majority of new devices sold in its 2,200 stores. 

?We hope to reach millions through a variety of touch points including: handset messaging, an awareness-focused advertising campaign, employee education, an online resource center, and customer communications including catalogs, in-store signage and collateral, bills, emails, opt-in text messages, AT&T U-verse TV channels and newsletters,? Mr. Schembri said. 

?We also launched a Facebook application, which where friends can share this application with one another to encourage each other to take the pledge to not text and drive,? he said. ?AT&T is also promoting the pledge on Twitter to ask followers to rally around the cause. You can follow @ShareATT on Twitter.?