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The Face of Distracted Driving Caleb, Forrest

AT&T/ It Can Wait

Issue 48 | September 2018

Background

Distracted driving was a public safety crisis, causing as many as 4,000 deaths per year in the U.S. While more than 95% of people recognised the danger in using their smartphones while driving, over 83% of drivers still did it. The goal was to close this gap between belief and action. To do this, the work had to be engaging enough to get the audience’s attention and powerful enough to create real change in driver behavior.

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