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'The Last Text' Campaign Urges Teens to Stop Texting While Driving

 - Jun 30, 2011
References: att & theinspirationroom
AT&T's new ad campaign 'the Last Text' is an attempt to take aim at one of the 21st Century's newest and most dangerous innovations -- texting and driving.

'The Last Text' ad campaign was conceived by a large and skilled team at BBDO, including the company's chief executive officers. 'The Last Text' ad campaign was hit in the advertising community and won the Silver Integrated Lion at Cannes International Festival of Creativity earlier this year.

In addition to print and radio marketing, the ad campaign also contains ten-minute long YouTube documentary that features testimonials from the friends and family members of real life individuals who died in their cars after either reading or sending a text.

'The Last Text' ad campaign attracted major media attention from outlets like CNN, the White House Blog, and Good Morning America. Take a look at the commercial and the print materials to see what captivated the advertising and entertainment world about this campaign.

Implications - One of the most effective ways a company can raise awareness through PSAs is by using real stories that focus on the serious, human cost suffered by people who did not adhere to the message. By eschewing the route of comedic PSA advertising and using real-life testimonials from families affected by the action, the company increases the chances that the impact of the commercial will be real with the public.