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AT&T Enlists Teens To Help Prevent Distracted Driving

Summer has unofficially begun, and with it brings a host of new drivers. In California, AT&T is looking to get some of these new drivers involved in promoting safe practices behind the wheel.

The company has launched the “Create Real Impact: It Can Wait Video Challenge,” which calls upon teens in the Golden State to create an original public service announcement highlighting the dangers of distracted driving and recognizes the contributions of first responders. 

“Our commitment to driving safety and [limiting use of ] devices is something we’ve been doing for some time,” Gwen Oldham, director of citizenship and sustainability for AT&T in California, tells Marketing Daily. “The time frame between Memorial Day and Labor Day is commonly referred to as ‘the 100 deadliest days’ for teen drivers. We thought it was important to create a safe driving campaign for that.”

AT&T is working with California not-for-profit Impact Teen Drivers for the program, to get out the public safety message, Oldham says. “We have worked with them in the past on safe driving campaigns, and we’re happy to have them as our partner again,” she says. 

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Submissions will be available for viewing (and public voting) on a special microsite in late June. Prizes will include monetary awards for educational expenses. The grand prize winner will also be invited to attend AT&T Shape at Warner Bros. studios in Los Angeles in July. The company is also looking into ways to expand the reach of the winning video beyond the contest, Oldham says. 

“We are hoping to keep the video out in the public view,” she says. 

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