The country’s four biggest cell phone companies are set to launch their first joint advertising campaign against texting while driving, uniting behind AT&T’s “It Can Wait” slogan to blanket TV and radio this summer.
AT&T, Verizon Wireless, Sprint and T-Mobile will be joined by 200 other organizations backing the multi-million dollar ad campaign.
The campaign is unusual not just because it unites rivals, but because it represents companies warning against the dangers of their own products. After initially fighting laws against cell phone use while driving, cell phone companies have begun to embrace the language of the federal government’s campaign against cell phone use by drivers.
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