2014 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property. AT&T Proprietary (Internal Use Only) Not for use or disclosure outside the AT&T companies except under written agreement.

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It Can Wait Report on focus groups with young drivers

March 18, 2014

Objective

To support AT&Ts efforts to move forward with the It Can Wait campaign, by

Identifying the most effective overall tone for the campaign

Testing potential campaign messaging

Examining potential technology solutions

Method

Six 2-hour focus groups in Boston and Chicago (on March 10-11, 2014):

Three with 17- to 19-year-olds who drive

Three with 20- to 24-year-olds who drive

Objective and method

2014 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property. AT&T Proprietary (Internal Use Only) Not for use or disclosure outside the AT&T companies except under written agreement.

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2014 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property. AT&T Proprietary (Internal Use Only) Not for use or disclosure outside the AT&T companies except under written agreement.

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Executive summary

The big picture

2014 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property. AT&T Proprietary (Internal Use Only) Not for use or disclosure outside the AT&T companies except under written agreement.

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TWD is admittedly dangerous

But they TWD anyway

Why? They have found a way to justify it

So they dont see a reason to or WANT to stop

Broader agreement in 2014 about the dangers TWD; no one directly challenged the consensus that TWD is dangerous:

Anything that takes your attention away from actually driving is dangerous.

Its terribly dangerous. Ive seen all the videos, the commercials where its like: This is the last text they sent.

They NEED to respond: e.g., picking up a friend, continuing a conversation, an important message from boss/family member.

They WANT to respond: Many said they dont feel pressure as texting is not assumed to be immediate; they just want to stay connected.

Curiosity/ entertainment

Boredom

Only do it at stop lights

Only do it on residential roads

Only do it in a familiar environment

Only respond to texts (I dont initiate)

Only check my phone (dont type)

Good at multitasking

Dont do it if others are in the car

Not at night (due to law enforcement)

Acknowledgement that they could be safer, but theyre doing it responsibly, so there is no reason to stop

Nothing bad has ever happened because of it (i.e., havent personally felt consequences)

Consequences as a tone is so much more effective with these drivers because solutions, on their own, struggle to reach people who dont want to change their behavior.

Consequences matter

2014 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property. AT&T Proprietary (Internal Use Only) Not for use or disclosure outside the AT&T companies except under written agreement.

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They admit TWD is

dangerous

But they TWD

anyway

Why? They have found

a way to justify it

So they dont see a reason to or WANT

to stop

By rationalizing (e.g., Its never affected me, Im good at it, I only do it on roads I know, not when other people are in the car, etc.)

CONSEQUENCES as the most

effective message

Why do respondents respond more strongly to messaging that includes consequences?

They resonate, because they make things more realby pointing out to drivers who have yet to be affected by these consequences, just how serious they can be.

We all learn from consequences. You stick a fork in an outlet, you get shocked.

Theyre seen as more serious, carry more weight

The Chandler execution elicited responses that came up consistently in several of the groups: People would feel worse if they hurt someone else than if they hurt themselvesand they worry about this scenario. Its where the real fear lies.

This gets their attention, and its an important piece of learning from these groups.

Consequences

2014 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property. AT&T Proprietary (Internal Use Only) Not for use or disclosure outside the AT&T companies except under written agreement.

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Solutions on their own just arent seen as effective:

The presence of the solutions in the messages diminished them, making the message feel too commercial (they put it at the end so you remember it), perhaps a bit manipulative, like corporate brainwashing. (Theyre using my family or using my emotions to get me to download an app.)

They dont work for most because drivers feel they already have the solutionjust stop doing it! (For many who dont find the solutions effective, its because they dont see a problem that requires a solution.)

They could put the phone in the glove box, throw it in back seat, or ask friends to respond for them.

Some mentioned they already have (or already THINK they havesome werent sure) technology solutions that could act as solutions (e.g., Sleep Mode, Do Not Disturb, etc.).

Solutions

2014 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property. AT&T Proprietary (Internal Use Only) Not for use or disclosure outside the AT&T companies except under written agreement.

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If this evidence is any indication, the tone of this campaign should:

Include consequences, accurately stated, not exaggerated.

Be stern but casual, straightforward, not too commercial.

Be empowering, not controlling; acknowledge the temptation, be relatable, without being patronizing.

Tap into drivers fears about hurting someone elsethe worst potential consequence, as they see it. (This came through loud and clear in Chandler, and in the fact that they change their behavior with others in the car.)

Be hard-hitting, but not to the degree that it points the finger at them.

Provide drivers with optionseven though they didnt respond strongly to any of the options provided in Find What Works For You, they appreciate being given those options.

Position the app as a choice among many options, rather than THE solution; and introduce the app softly (explore or check out, rather than download).

Implications

2014 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property. AT&T Proprietary (Internal Use Only) Not for use or disclosure outside the AT&T companies except under written agreement.

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2014 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property. AT&T Proprietary (Internal Use Only) Not for use or disclosure outside the AT&T companies except under written agreement.

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Messaging and solutions

No message we tested in these groups fully resonated with drivers. However, certain parts of several messages did draw more positive reactions, and some were clearly stronger than others.

Additionally, the app is seen as cool technology and a good idea, but the perceived lack of need for any solution to stop TWD severely limits likelihood to download.

Messaging and solutions exercise

2014 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property. AT&T Proprietary (Internal Use Only) Not for use or disclosure outside the AT&T companies except under written agreement.

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Weaker Stronger

No text is worth a life

Why no text is worth a life

Technology as a symbol

Stopping texting while driving is easy

Find what works for you

Now theres a solution

DriveMode Drive Mode with Bluetooth Sticker

The messages: Key takeaways

2014 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property. AT&T Proprietary (Internal Use Only) Not for use or disclosure outside the AT&T companies except under written agreement.

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No text is worth a life

Why no text is worth a life

Technology as a symbol

Stopping texting while driving is easy

Find what works for you

Now theres a solution

Includes cheesy, corny marketing language, and the word symbol doesnt seem to fit, they say

Provides drivers with options, not demands -> empowering! (But the specific options mentioned did not wow drivers, in any way.) Check out the options felt sincere and caring, as opposed to pushing a specific product

The overall message is inarguable; and the idea of hurting someone else really hits home

Direct, straightforward; the word tempted was well received; but the transition, both in tone (seen as abrupt, awkward) and wording (still need help), turned off many (TWD is not an addiction!)

Engaged drivers from the start (relatable tone), and hard to resist the urge to look at it or respond resonated with many; but the word blocking made the solution seem too absolute for some

Drivers didnt respond well to the tone (they disagree that its easy); but the upfront piece was concise, and while never leaving friends hanging is relatable

If the evidence from these focus groups is any indication, the strengths and weaknesses of the apps, as tested, are as follows.

The solutions: DriveMode App strengths and weaknesses

2014 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property. AT&T Proprietary (Internal Use Only) Not for use or disclosure outside the AT&T companies except under written agreement.

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Strengths Weaknesses

Customizable auto-response message Inability to customize auto-response message per contact

Customizable dashboard (i.e., the ability to turn on/off incoming text messages/phone calls)

Silencing or blocking texts/incoming calls (too absolute)

Customizable five-person Allow List Perceived inability to check messages when at stop light

Activates when going over 25 MPH (many feel TWD is safe when driving under 25 MPH)

Privacy concernsi.e., how does it work? Are texts being stored somewhere prior to delivery?

Manual deactivation Discomfort with the idea of an auto-response text being sent to an estranged friend

Dashboard integration of music and navigation Any cost

Free

2014 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property. AT&T Proprietary (Internal Use Only) Not for use or disclosure outside the AT&T companies except under written agreement.

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Appendix: Messaging/solutions text

Messaging and solutions text

2014 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property. AT&T Proprietary (Internal Use Only) Not for use or disclosure outside the AT&T companies except under written agreement.

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Find what works for you Texting and driving ruins thousands of lives each year so what are you doing to help stop this epidemic? Whether you put a reminder sticker on your phone, put your device out of reach or speak up as a passenger, find a way to stop texting and driving and get others to join, too. Check out the options at ItCanWait.com and find what works for you.

No text is worth a life When we look at the content of our text messages, they might seem important, but are any of them worth dying for? No text is worth risking your life or someone elses. Avoid the risk by downloading DriveMode, a free app that auto-responds to texts while youre driving.

Now theres a solution We all know texting and driving is dangerous but when we hear the ding of an incoming message, its hard to resist the urge to look at it or respond. A free app called DriveMode can help solve that problem by blocking incoming texts and even auto-responding while you drive. And you can download it for free on any device.

Why no text is worth a life Every time youre tempted to text and drive, think about someone you love and put your phone down. And if you still need help, download the free DriveMode App that auto-responds to texts while you drive.

Messaging and solutions text (contd)

2014 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property. AT&T Proprietary (Internal Use Only) Not for use or disclosure outside the AT&T companies except under written agreement.

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Stopping texting while driving is easy We use an App in every aspect of our lives, and now theres an App that can save your life. The DriveMode App auto-responds to texts while you drive. Download the App so you can focus on the road while never leaving friends hanging.

Technology as a symbol The DriveMode app auto-responds to texts while you drive. Download the free App as a symbol that youre not going to let a small, trivial text control your fate. For every download, together we get closer to safer roads.

DriveMode A phone app that works on both Android and Apple devices to silence text alerts and incoming calls, and also auto-respond to texts or calls for you with a customizable message How it works: Activates when going over 25 mph (can also be manually activated) Cost: Free

Drive Mode with Bluetooth Sticker Sticker that is placed on the driver side windshield that activates the Drive Mode app when it senses that the drivers phone is nearby How it works: Automatically activates as soon as vehicle is in motion, even under 10 mph Cost: $10 or less.