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 after statistics of wrecks continuously shown the cause of wrecks in America, AT&T as a phone company felt obligated to serve a justice to their customers and do whatever they can to spread awareness and encourage their clients to not text and drive. 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. Today AT&T and celebrity endorsers are encouraging the people of America pledge not to text and drive.
“Our goal is to educate wireless users, especially teen drivers on the risks of texting while driving. AT&T is committed to putting an end the behavior and our message is simple yet vital: When it comes to texting and driving, IT CAN WAIT.”