The It Can Wait journey began in 2010 to raise awareness of the dangers of texting and driving, with awareness again being a key focal point in 2011. In 2012, AT&T moved the program from awareness to action by reaching out to schools and communities, delivering messages in key geographic markets, providing interactive driving simulations, and encouraging people to pledge not to text and drive.

In 2013, the It Can Wait program took on a new direction – advocacy. In fact, it was a move that necessitated that AT&T “de-brand” itself from its hallmark effort because It Can Wait officially had become a social movement.

The movement had two main goals: 1) reduce the number of automobile crashes caused by texting while driving, and 2) spur advocacy to show that texting and driving is as dangerous as drinking and driving. AT&T, working with FleishmanHillard and additional supporting agencies, garnered the support from 1,500-plus organizations (up from 160 the previous year), enlisted celebrity help, created a moving documentary and engaged audiences via social media (#ItCanWait). And these efforts may be making an impact. A preliminary analysis of It Can Wait activities and accident reports in Texas, Illinois, and Florida suggests a positive statistical correlation between people sharing It Can Wait messages and a projected reduction in crashes. Meanwhile, the program has achieved billions of earned and social media impressions and nearly 5 million pledges not to text while driving.