MRY, part of Publicis Groupe, is well-known for its expertise in teen culture after creating buzzworthy campaigns for Keds, Kellogg's, Staples, and Pepsi.
Now, AT&T is turning to these teen experts to help stop distracted young drivers. MRY has just been named the lead agency for AT&T's "It Can Wait" campaign, which supports the telecom giant’s "don't text and drive" initiative.
MRY beat finalists including incumbent BBDO, Vice’s Carrot Creative, and Code+Theory.
The project is a key advocacy cause for the client. Teens are distracted drivers. Six in 10 text while driving, and 73% glance at their phones while in transit, according to AT&T.
Still, despite efforts by AT&T to raise awareness about this irresponsible behavior through its multifaceted "It Can Wait" campaign, research shows that teens continue to drive dangerously.
MRY's goal for the campaign moving forward is to focus
more on a call-to-action, which will hopefully change teens’ behavior on the road, says a rep from MRY.
"Teen driving and texting" photo from Shutterstock.