AT&T

Sandra Howard, AVP, Advertising
Kirk Heinlein, Director of Marketing & Advertising

BBDO New York *Lead Agency

David Lubars, Chief Creative Officer, Worldwide:
Matt MacDonald, Executive Creative Director
Erik Fahrenkopf, Senior Creative Director
LP Tremblay, Senior Creative Director
Gati Curtis, VP, Account Director
Charles Baker, Communications Planning Director
Julie Collins, Group Executive Producer
Dan Blaney, Executive Producer

The Marketing Arm

MEC Global

FleishmanHillard

Our objective was to lower the number of distracted driving accidents. Our strategy was to change attitudes, that would change behavior, that would lead to fewer accidents. Specifically, we would broaden perceptions of what constituted distracted driving. We were successful because we managed to increase awareness of the risks of distracted driving by 5% and broadened perceptions of what constituted distracted driving to include activities like reading a text, email, social media, photos, etc. This then reduced these activities by 2% and reduced crashes caused by distracted driving by 9.5%.