In a proactive public relations move, AT&T is taking the lead on texting-and-driving prevention with an 11-minute documentary on the topic, intended to reach consumers before New Year's Eve.
The doc, called The Last Text, features stories about people whose lives were adversely affected by texting behind the wheel, including the parents of Mariah West, who died after texting "Where u at?" to a friend.
AT&T is distributing the film to schools, safety organizations and government agencies and on its YouTube channel. The doc is part of AT&T's "It Can Wait" TV, print and online campaign, which the company introduced in March. Part of that campaign includes a Facebook app where friends can take a pledge not to text and drive.
AT&T's not alone in publicizing the risks of texting and driving. Sprint partnered with The Oprah Winfrey Show in May for a program fighting texting and driving. In addition, a video from the Gwent Police Department in Wales also garnered thousands of views on YouTube thanks in part to its graphic depiction of a (dramatized) accident brought on by texting and driving.