AT&T has a new campaign targeting people, especially youth who text while driving. The new campaign reminds people that no text is worth risking your own life and that "Txtng & Driving ... It Can Wait." The cell phone company is using real scenarios to get the message across. But coming up with this simple method was not simple at all.

“We explored several campaign concepts but we didn't have our 'aha!' moment until we asked one of our focus groups to take out their devices and read the last text they received," said Cathy Coughlin, senior executive vice president and global marketing officer for AT&T. "When we asked if that particular message was worth the potential risk of reading while driving at 65 mph, you could have heard a pin drop. That's when we realized the message 'it can wait' was effective in educating consumers about the dangers of texting while driving."

(via PR Newswire)

AT&T’s campaign encourages teens, parents, and high school educators to be proactive and spread the word through word of mouth or via Facebook. To honor the AT&T’s Facebook pledge not to text and drive, the company will donate $250,000 to one or more non-profit organizations focused on youth safety. The company has an online resource center in which people can watch commercials, download posters, brochures, safety tips, and rate their texting and driving IQ.