The voices used were clearly not professional talent. Instead, we built our spots with the voices of friends, family members and individuals themselves to create personal reminders that when it comes to texting and driving, it can always wait.

To help promote AT&T’s It Can Wait campaign against texting, we created a dedicated phone number people could call before getting behind the wheel to record voice messages reminding themselves to never text and drive. We then broadcast those messages as 30-second radio during the city’s most dangerous drive times on the most popular stations.

Pledge Radio received thousands of messages and via radio & social media, reached over 500,000 people in only three weeks. But most importantly, it helped remind a city in their own voices, that when it comes to texting and driving, it can always wait.