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AT&T’s anti texting and driving campaign fails to resonate, followers drop

2 weeks ago by Jared Russo in Big Tech

In 2014, AT&T ($NYSE:T) and USAA ($USAA-2) created the "It Can Wait" marketing campaign to prevent injuries and deaths at the hands of driving while texting. Distracted driving is dangerous, and countless lives can be saved from very preventable accidents involving smartphones. Anyone can take the pledge online to put their phone in either hands-free mode or drive mode. There's helpful downloadable talking points, printouts, FAQs, toolkits, presentations, posters, infographics, and celebrity endorsements.

Unfortunately, the official Twitter account has only been losing followers since day one, and it isn't getting any better.

Since 2015, the account has seen 8% of its fans online click "unfollow". This isn't to say the campaign has been an unmitigated disaster, but looking at the recent tweets being sent out, there isn't a lot of engagement. 

Compared to the other accounts AT&T has under its belt, it's grim. The "AT&T Cares" account had almost 200,000 followers in August 2019, and was promptly shut down. Let's hope the actual number of reported casualties from car accidents has gone down, because "It Can Wait" is an important message that wants to do good in the world.

About the Data: 

Thinknum tracks companies using the information they post online - jobs, social and web traffic, product sales, and app ratings - and creates data sets that measure factors like hiring, revenue, and foot traffic. Data sets may not be fully comprehensive (they only account for what is available on the web), but they can be used to gauge performance factors like staffing and sales. 

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Jared Russo

Jared is an editor for Thinknum, and has been writing for more than a decade. He previously worked at AOL, Vice, Google, Dotdash, and Sirius XM.

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