As the nation's largest cell phone carrier, AT&T wanted to educate the public about the danger of texting while driving. Our objective was to engage the driving public, especially teens, and make them see that texting and driving is a dangerous activity, and remind them that whatever the message is, it can wait. An integrated campaign using actual 'last texts' (messages people were reading/writing when involved in a fatal auto accident) showing the huge impact these trivial messages had on people's lives. We used mobile, print, radio, social media, TV and film to tell the stories of lives ended or interrupted by a trivial text and reinforce AT&T's message: 'No text is worth dying over. TXTNG & DRIVNG…IT CAN WAIT.' "The campaign helped alert people to the dangers of texting and driving, encouraged hundreds of thousands of families to sign our Facebook pledge, and garnered national media attention (including CNN, ABC's Good Morning America, and The White House Blog). The documentary has gained millions of hits on YouTube and thanks to partnerships with several major safety organizations is now included in driver's education classes across the country." URL = http://www.youtube.com/watch?v=DebhWD6ljZs