THE COMMUNICATION CHALLENGE

Since its launch in 2010, AT&T’s ‘It Can Wait’ communication campaign has educated the public on the dangers of texting and driving. It has evolved from raising awareness to ultimately helping change behaviors on the road. As the company’s local agency of record, Quinn Thomas has deployed a variety of creative strategies to localize the campaign and leverage it to change local behaviors.

Quinn Thomas AT&T VR

QUINN THOMAS APPROACH

  • To keep the ‘It Can Wait’ campaign fresh and relevant in Oregon, Quinn Thomas partnered with the first responder community, high schools and colleges, and the Oregon Department of Transportation to raise positive awareness, specifically through AT&T’s groundbreaking virtual reality simulator.
  • Quinn Thomas organized a state-wide ‘It Can Wait’ tour, bringing the VR simulator to our target audience of young drivers with five tour stops in Portland, Eugene, and Bend. These stops included a high-traffic event, high schools, the Pac NW Regional Drivers Safety Conference, and a PAC-12 basketball game.

THE RESULT

  • 478 new pledges
  • 260 simulator participants
  • 20 media hits in Portland, Bend, and Eugene with a publicity value of $15,016 and 157,690 local market viewers