it can wait overview

8/11/2019 It Can Wait Overview

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February 11, 2014

It Can Wait Overview

History, Insights and Research

2013 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.


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2012 Results Overview

2013 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.2


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2012 Results



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2012 Results



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2012 Results



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Shift to 2013



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ICW Movement Goals

Measurement 2012 Accomplishments 2013 Goals

Total Pledges 1,216,436 Increase by 1,500,000 pledges

Total Drive Mode Downloads 106,020 Increase by 109,500 downloads (reevaluate with

preloads, forecast not available at this time)

Awareness of TWD message (not in

association with AT&T ICW)

EOY 69%

Peak 76%

Maintain previous levels

NPS among those who have seen or

heard message from AT&T

EOY 18.4

Peak 22.2

EOY 24

Peak 28

Brand Perception of those who have

seen or heard message from AT&T

Acts responsibly regarding the welfare of

the general publicEOY 52%, Peak 56%

EOY 54%

Peak 57%

CaringEOY 45%, Peak 45% EOY 46%

Peak 49%

Brand you can trustEOY 61%, Peak 61% EOY 61%

Peak 64%

Encourages responsible use of its products

EOY 63%, Peak 66%

EOY 66%

Peak 68%

Most Preferred Brand among those

who have seen or heard message from

AT&T

EOY 46%

Peak 46%

EOY 47%

Peak 49%

Drive Awareness to Change Behavior


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Metrics Rationale

We felt it was appropriate to show 2 targets Peak and End of Year. The reason is that the metrics will reach

its peak while media is on and will definitely fall off a little a few weeks after media ends, irrespective of

all the other efforts that will be in place.

For Awareness, the target is to maintain the 2012 EOY and Peak because it is already at extremely high levels

and with less media, we should still be able to maintain it. This is obtainable because it is awareness for

the general TWD message, not linked to AT&T.

Other than Awareness, all targets are based to those respondents who have seen the messages and attribute

it to AT&T.

The targets are not based on modeled projections because all projections for 2013 came in lower than 2012

since the model is heavily dependent on media spend. They are based on looking at 2012 history/trend,

current level of scores and setting a target that improves upon 2012 but is still achievable and realistic.

8


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Youth

Parents

Community at Large


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Media


ICW Advocate Level of Involvement Spectrum

Awareness Assets PR/Earned

Take the Pledge Leverage initiative

to educate

Include in Company

policy

Solicit support from

partners

Advocate to

customers

ExternalLaunch

Paid

A

ssets

Include in PR and

events

Approvals

3rdparty approval Off line approval

process

3rdparty approval

Taking the partnership to

the next level and

becoming and advocate

of the movement

through investment

Contribution media or

activation investment

External expression of support

by through inclusion in internal

company assets and earned

media channels

Inclusion of ICW in partner

websites

Inclusion of ICW in partner

media releases

Partner support to take on ICW Lifestyle internally within their company

through awareness and policy change

Distribution of ICW materials (i.e. stickers) to internal stakeholders

Encouraging ICW pledge among employees

Internal education programs for ICW

Incorporation of ICW into corporate policy

SUPPORT ENDORSE CHAMPION

Corporate (Organization Only) Corporate + Customer (External)


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Its time to end texting and drivingfor good



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Its time to set a new example and take a stand

to stop texting and driving



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2013 Program Strategies


Get Loud Scale our Reach Make ICW a Way of Life

Leverage our assets andrelationships to bolster ICWmessage scale and reach

Paid

Earned Media

Simulator Activity

Sponsorship

Expand ICW outreach andparticipation by externalpartners and organizations

Suppliers

Customers

Vendors

Corporate

NGOs

Engrain ICW into AT&Ts DNA

Internal Communications

Employee Activation

AT&T Owned Properties

Thousands take action in their local

communities nationwide to share a life-

saving message: It Can Wait

Advocate for the movement.

New collaborators accelerate the ICW

movement to save lives.

Heavy campaign period through 100

Deadliest days of summer.

Were encouraging everyone to join the

movement.

May 15Advocate Outreach September 19Annual Pledge Drive


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2013 Approach



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*All platforms subject to network approvals/negotiation

Top rated destination for young adults and A18-34 audience. Pretty Little Liars has established itself as a

destination for young viewers and has achieved tremendous social media success. The ICW 2012 campaignfeatured in-character PSA execution featuring the cast of Switched at Birth.

On-air:

Pretty Little Liars custom content spot

:30 spot featuring the PLL cast members talking

about taking the pledge

Spot will air leading up to and in the season finale Can be out of character or appear as PLL content

(in-character spot)

True A position in finale (8/20)

Digital & social extensions:

Live FB/Twitter event driving social engagement &

interaction during episodes Dual screen viewership application via FB

abcfamily.com character timeline sponsorship

Media Integration: ABC Family Pretty Little Liars


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The 2013 Teen Choice Awards will air on FOX network on August 11th.

On-air:

In-show brand exposure- award sponsorship

opportunity

signage & sampling onsite

Rights to utilize the Teen Choice 2013 marks Six (6) units in Teen Choice 2013 & Two (2)

sponsorship billboards in-show

Thirty (30) tickets to Teen Choice 2013 & VIP Post

Party

Category exclusivity for event

Media Integration: Teen Choice Awards


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On Air with Ryan Seacrest is the #1 syndicated radio program; over 170 stations broadcast On Air while over

300 broadcast American Top 40. Seacrest participated in the 2012 program.

Radio on-air:

13 week radio schedule from June through August

running across On Air and AT40

Custom integrated spots voiced by Ryan Seacrest

in-program


Persistent placement on RS.com including banners

& homepage takeovers

Ryan Seacrest tweets (7) and Facebook posts (12)

Branded contest

Original content - 8 videos produced by RSPfeaturing 4 or more YouTube influencers

Media Integration: Ryan Seacrest Productions


19/61*All platforms subject to network approvals/negotiation

Clear Channels I Heart Radio festival aired for the first time in 2012 on the CW network. For 2013 the

network is to be determined.

Events

Ultimate Pool Party (June 30)

I Heart Radio Festival (Sept .18)

TV on-air:

Network Partner in negotiations (CW in 2012)

Radio on-air: Artist recorded PSA style spots driving alignment with IHRF

& chances for VIP access

Event on-site:

Jumbotron ICW messages

Interactive photo booths to allow social sharing

VIP access to on-air talent & artists for top social sharers


All calls-to action drive to the ICW Facebook tab Likes enter for chance to win trip to Ultimate Pool Party or IHRF

Sharing the pledge garners additional chances to win

Media Integration: Clear Channel and I Heart Radio


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2012 2013

8 120 Corporate Advocates

160 175 NGOs

285 475 Government, State and Local

Driving scale in 2013: Advocate outreach


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Re-cap of the 100 Deadliest Days of Summer 2013

ICWTown Hall

5/21/13

RetailActivation

5/10/13

Simulator Tour and Local Media Coverage

Sponsorship Property Activation and Sweepstakes

Commitment Day

5/20/13

PR Announcement

CWArrowTV Integration

News Now

Insider

100 Reasons It Can Wait Launch

Employeevolunteerism kick off(tSpace/tStorm ideafund)

Volunteerism PortalEvent Organization

5/26/13

AT&T National

6/27-6/30

7/30/13

Social media user generated stories

100 ReasonsIt Can WaitEnds

9/3/13

Teen ChoiceAwards

8/11/13

Day of Action

9/19/13

Hi Impact Media

Employee Activation

Sr. LeadershipParticipation atLocal Events

News Now

100 ReasonsIt Can WaitMidpoint

Insider

I heart RadioFestival

9/20/13

6/30 7/15 7/30 8/15 8/30 9/15 9/306/155/305/15

Co-Branded Advertising and Media

Press Release

announcing intent

and participation for

9/19

8/19

Big Box Retail Table

Days for Back to School

(Consumer ICWActivation)

Mid -Aug


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Drive 4 Pledges Day

September 19, 2013



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Three pronged strategy for success on 9/19


Activate

Market

Megaphones

Push

grassroots buzz

Create a

media halo

1 2 3


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Led by all carriers

NOYS Teen Distracted

Driving Summit,Simulator

INDYCAR- Appearance

at the event in DC

Employee

announcement

School outreach

Atlanta- AT&T led

Employee

announcements

Employee outreach at

schools

Employee

announcements

Employee outreach

at schools

New Jersey-

VZ led

Documentary

Screening

Film crews

covering YMCA

collaboration

Pledge Drive

Employee

Announcement

Dallas-

AT&T led

Los Angeles-AT&T led

Seattle-

TMobile led

Market Megaphones will both concentrate our

earned media buzz and provide new content for our

outlets

Employee Documentary

screening with panel

AMC theatre screening

Washington D.C.-

Joint

Kansas City-

Sprint led

1


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AT&T-led Market Megaphones

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Dallas Atlanta Los Angeles

Employee HQ Activation

Car simulator on the plaza

Food trucks to encourage visitors

Schools Identified 70 schools in the DFW

area

GMO volunteer events with TJ

HS, GSA, and Dallas First Baptist

Omni Hotel Signage

Employee Activation

Events in Georgia with wheel

and pedal simulators

Elected officials invited

Schools

Leverage Junior Achievement

and Headway to identify

volunteer opportunities

Provide collateral

Partnership with YMCA

Documentary screening event at

East LA YMCA

Invites include Mayor Garcetti,

American Idols, Disney Celebs

All LA County YMCAs will

participate in pledge drive

Local press release

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8/20: Special screening of ICW documentary

All-employee webcast of One Second to the Next on 8/20 at 3:30PM.

The webcast will be simulcast to auditoriums in Bedminster and Atlanta

8/20: News Now from Cathy with call to action on 9/19

Provide pre-planned activations and instructions through Volunteer portal

8/25: Business Unit specific email

Call to action and instructions

9/9: Insider article on ways to get involved on Drive 4 Pledges Day

Highlight volunteer portal

9/9 - 9/19: Banner placed on right front page of Insider

Links to planned activities and instructions

9/16: News Now reminder of Cathy Coughlins Drive 4 Pledges call to action

9/19: Insider Story highlighting Drive 4 Pledges Day

AT&T Corp Communication to employees


1


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Table Days- National **

850 Employees running table days outside

Target, Best Buy, Wal-mart and

RadioShack

Equipped with decals, table runners,

signage and hand outs

AT&T Retail Activation


COR Stores- Local

DARPU (Digital signage) and a T-stand

poster (COR and Dealer channels) for Fall

launch on Sept. 13

DARPU runs through EOY 2013

National video message from Paul Roth orRudy Hermann motivating the retail

employees on Monday Sept 16th

**secondary to other product launches


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Champion Advocate- led Market Megaphones

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T-Mobile: Seattle Sprint: Kansas City Verizon: Basking Ridge, NJ

Employee Activation

Announcement

Employee Activation

Announcement

Documentary Screening

Panel with members of law

enforcement, local

government and Sprint

executives

Documentary Screening

Leverage AMC Theaters

relationship to show

documentary to education

administrators, teachers andstudents

Employee Activation

Announcement

Sponsorship

Encourage NFL players to tweet

support and pledge

Schools

Regional teams to integrate ICW

message with 1200 county

educators

1


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2

See appended word doc for more detail

Over 500 events scheduled so far:Events with 3Ps, Retail, Corp Advocates, Schools.


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National Advertising: Change CTA to build

momentum


September 19September 9-18

3

Current


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263MM impressions are from our high impact digital placements below

50% increase in TV GRPs for the week of 9/16

11.8MM incremental impressions in TV on 9/19 and 5.5MM in digital on

9/19 from AT&T Consumer Mobility

TV :30s and :60s

Celebrity PSAs

Billboards

Homepage takeovers

First line placements

Site takeovers

Support from Clear Channel and Ryan Seacrest Productions

Hi-Impact Media Halo Support starts week of 9/163


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Verizon 9/19 Added ValueMedia and

sponsorship

INDYCAR

Appearance at the event on 9/19 in DC

Messaging to encourage Pledges at local events

Fan Village beginning 9/19 (last 3 races)

Messaging to encourage Pledges onsite at remaining races

On-stage opportunity to message

Social

Tweets from drivers/Penske/Paddock Insider supporting the

message/encouraging pledges

Additional support from INDYCAR (league and other drivers)

Digital

Leverage messaging in digital inventory after Houston race (10/6)

NY METS

Activate during Mets home game on 9/19 and then on the home

stand from 9/269/29:

Integrate messaging into Verizon Studio and secondary space

Add messaging into Mets digital alerts

Add into banner rotation on Mets.com

BOSTON REDSOX

Add into digital inventory on RedSox.com

VERIZON ENTERPRISE SOLUTIONS

Activate during hospitality event for regional customers and

employees at MetLife Stadium on 9/15 Giants game


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AT&T In-Season Properties9.14-9.22 Schedules


NCAA Football

Alabama: 9.14 Away; 9.21 Home Arkansas: 9.14 Home*; 9.21 Away

Boston College: 9.14 Away

Georgia: 9.21 Home

Georgia Tech: 9.14 Away; 9.21 Home

Kansas: 9.14 Away; 9.21 Home

Missouri: 9.21 Away

Ohio State: 9.14 Away; 9.21 Home

Oklahoma: 9.14 Home

Oregon: 9.14 Home

Penn State: 9.14 Home; 9.21 Home

Purdue: 9.14 Home; 9.21 Away

Rutgers: 9.14 Home; 9.21 Home

Syracuse: 9.14 Home; 9.21 Home

Texas: 9.14 Home; 9.21 Home

Texas A&M: 9.14 Home; 9.21 Home

Texas Tech: 9.21 Home

UCLA: 9.14 Away; 9.21 Home

UNC: 9.21 Away

USC: 9.14 Home; 9.21 Home

Leverage the following at sponsorship properties: Twitter messages

Facebook posts Onsite setup: signage Onsite setup: pledge on devices LED In-game PA Property website Property email blast

MLB Arizona Diamondbacks: 9.14-9.19 Home; 9.20-9.22 Away

Atlanta Braves: 9.14-9.15 Home; 9.16-9.18 Away; 9.20-9.22 Away

New York Yankees: 9.14-9.15 Away; 9.17-9.19 Away; 9.20-9.22 Home

Philadelphia Phillies: 9.14-9.15 Away; 9.16-9.18 Home; 9.20-9.22 Home

San Francisco Giants: 9.14-9.15 Away: 9.17-9.22 Away

St. Louis Cardinals: 9.14-9.15 Home; 9.16-9.22 Away

Texas Rangers: 9.14-9.15 Home; 9.16-9.22 Away

NFL

Carolina Panthers: 9.15 Away; 9.22 Home

Dallas Cowboys: 9.15 Away; 9.22 Home

Miami Dolphins: 9.15 Away; 9.22 Home

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Future State

Evaluating cases and mapping our future



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3 core elements to driving societal change


Creating Social Stigma

Create stigma around the

behavior of texting and

driving through

messaging, events, and

advocate activations

Technology and

Innovation

Foster technological

solutions that prevent the

ability to text and drive

or make it safe to do so

Legislation and

Enforcement

Encourage governments

to enact legislation where

it does not yet exist and

support the enforcement

of existing laws


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We have learned from these cases


CauseAssociated

BrandsMessaging and Stigma

Technology and

Innovation

Legislation and

Enforcement

Relative Influence

of Tactic

LA Smoking Ban

Celebrity spokespeople;

govt-sponsored quitting

resources

n/a California and LA bans on

smoking in public places

Decrease in

Drunk Driving

Anti-drunk driving ad

campaigns; designated

driver program

Invention of breathalyzer Drunk driving checkpoints;

lowering of legal BAC

Industrial

Pollution

Public backlash against

polluters; demand for

green products

Development of greener

technologies and processes

Lawsuits for environmental

cleanup; increased

regulations

Car safety:

seatbelts

Buckle upfor Safety

campaign

Invention of tri-point

seatbelt

Legislation requiring wearing

and installation of seatbelts

Obesity

Epidemic & Fast

Food

Anti-fast food movement:

nutrition education

Menu overhauls; trans-fat

free foods

Nutrition and trans fat

labeling

= Stigma

= Legislation

= Technology

GE

Volvo

McDonalds


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Stigmacan take a long time on its own. Repetition is key.

Technologycan accelerate real behavior change or get in theway of the behavior

Legislationdoes not always have teeth to be enforced

Technologycan drive enforcement

Leaders/First Moverscan garner long-term brand equity

Key learnings from case studies



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Our Historical It Can Wait Role


2012 & Prior : Reacting to a

Problem

2013: Leading a Movement

Creating awareness

about the dangers of

texting and driving

Rallying people to

change behavior andadvocate for the cause

Success to Date

2009: Acknowledged Danger

2010: Drove awareness through non-branded PSA

2011: Launched Drive Mode App on Blackberry and

Android

2012: Significant Commitment and Action

1.8B impressions to raise stigma, 1M Pledge

2013: Recruit Advocates and Increased Scale

4.78 B Impressions, 2M Pledges, 198,957

Downloads; Scaled pre-load apps, Scaled

Advocates


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Research Key Highlights to date


General Awareness of Texting While Driving messages climbs back to 2012 highs behind

continued news coverage and media support, including the launch of AT&Ts Campaign in mid-May.

AT&T maintains lead on Message Association; Verizon continues to gain someaided credit.

Overall, AT&T remains steady on Brand Imagery. Customer Recommendation maintains among

those who link the brand as a TWD message sponsor and recovers among those who do not

link.

Current news and media appears to mostly engage Older Texter/Emailers (ages 3554). There

is a change in their attitudes, and some taking a firmer stance during conversations with their

kids.

It appears that Texter/Emailers claim that messages have an impact on their behavior is slowly

returning to 2012 Campaign levels. (approximately 32%, up m/o since Feb but pretty flat)

Parents also appear to be taking a firmer stance during conversations with their kidsmore

are claiming to enforce some kind of a punishment.

TWD Message Awareness and Linkage

AT&T Imagery and Recommendation

TWD Behavior

Si J 2013 ICW h h d i i d d i i


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40

Base: Texter/Emailer who have Seen or Heard Messages on Dangers of Texting and Driving

35% 34%38% 40%

19% 18%

8% 8%

0

100

Sep'12

Oct'12

Nov'12

Dec'12

Jan'13

Feb'13

Mar'13

Apr'13

May'13

Jun'13

Yes No Don't know I don't text while driving

Gap 3% Gap 6%*

* Indicates significant difference between Yes and No responses at the 95% confidence level.

Monthly average.

Since Jan 2013, ICW has had more impact on texting and driving

habits. However, it remains fairly flat YOY

AT&TsSept 19th

pledge day

AT&T

launches2013 ICW

Campaign


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July 31, 2013

Future of It Can Wait

Recommendation

Officers Presentation


R d ti C ti t l d i iti h il


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Recommendation: Continue to lead, reprioritize more heavily

on technology and AT&Ts role in solutions for people


1. Recruit Champion

Advocate in Handset or

Auto OEM 2014

2. Define role and length of

Advocate program

3. Seek to solve 2014/15

with tech partner

1. Reprioritize resources to

solve and message

Technology

2. Lean on 3Ps to continuegrassroots work to drive

a stigma

3. Evolve message for ICW

to stay relevant

4. Utilize more effective PR

generating media

Brand Benefits AT&Ts Innovation story is

demonstrated in commitment

to Tech for People. Stay relevant

and solve problems.

Business Benefits

Interim Solution is a proof point

in long term Value Prop for

Connected Car

Champion Advocate (Auto

OEMs) strengthen our position

in new business space

Cause Benefits

Technology will aid in self-enforcement, therefore

decreasing the number of lives

lost.

Once solved we can sunset

message and claim victory

Continue to Lead

Re-Prioritize

Efforts to Foster

Technology/Inno

vation

Leadership

Activation & Investment


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Stay relevant by evolving the narrativeto both keep up

with technology and support our new businesses


AT&T creates amazing products that youshould use safely.

AT&T creates amazing products that are

inherently safer on behalf of customers.

Customer Advocacy is a bigger rolefor AT&T that can underpin

our growth businesses.

Stewards of Problem Stewards of Solution


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Appendix- Additional

Materials for consideration



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Acting on the customers behalf is a key component

of our vision and of driving NPS

Partner Feels like they care

Value for the money

On my side even after the deal closes

Embraces me and my family

Socially conscious

Treats customers and employees well

Consistent over time

Predator Feels like gotcha good luck with

that see you later

After me and my money

No follow up

No relationship

No respect for me, my time or my

business

Stressful to deal with


Source: AT&T Reputation Research, Hart Research, February 2012

Companies are thought of in one of two ways:

How Volvo used technology to create change


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How Volvo used technology to create change

and got first mover advantage


Founded on Safety1927: Cars are driven by people.

The guiding principle behindeverything we make at Volvo,therefore is and must remain,

safety.

Safety at the C Level1958: Volvo hires first ever ChiefSafety Engineer Nils Bohlin afterrelative of CEO Gunnar Engelau

died in a car crash

Open Innovation1959: Bohlin invents 3-point seatbelt and registers it as an open

patent making it available for useby all auto manufacturers

Spurring Legislation1968: NHSTA responds to recent

innovations and passes Federal MotorVehicle Safety Standards making

seatbelts mandatory in all new cars

Nationwide Adoption1974: NHSTA amends standards

and requires 3-point seatbelt in allnew cars.

Increased Awareness1979: NHSTA begins crash-testingand publishing results, increasingpublic awareness and demand for

safe cars

Spurring Enforcement1984: New York states becomes

first state to require wearing of 3-point seat belts in all cars

Ubiquitous ChangeAll states except NH require

wearing of 3-point seatbelts in cars

Technology as a TotalSolution

2020: Volvos Vision for 2020 isthat no one will be killed or injured

in a Volvo vehicle


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When Assar Gabrielsson and Gustav Larson took control of Volvo in 1927,

they established the following principle:

Volvos emphasis on safety starts at the very core of

the company


Cars are driven by people.The guiding principle

behind everything we make

at Volvo, therefore is andmust remain, safety.


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Volvo engineer Nils Bohlin invented the 3-

point-safety belt in 1959 which Volvo not

only made standard on all vehicles, butalso released as an open patent to all

other auto manufacturers

Volvo introduced many of todays standard safety

features


Other Volvo safety innovations Rear-facing child safety seats

Front and rear crumple zones

Safety door locks

SIPS (side-impact protection system)

Blind spot information system

Lane-departure warning system

Pedestrian detection system

+ more than 75 others


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LA Smoking Case Study

July 9, 2013



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Los Angeles was a hub of smoking, hurting its own citizens and

those elsewhere


Cigarette sales peaked in 1980, with 2.8 billion backs sold in California.Cigarette sales in California peaked in 1980, with 2.8 billion backs sold.

32% of adults in the 1980s smoked cigarettes.

California, the hub of the entertainment industry, also stood to further smoking behavior,

as the visual cues of smoking in a movie trigger the neurological desire to smoke,

according to theJournal of Neuroscience.

Celebrities and movie characters are highlighted for making smoking look cool


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The State of California was one of the first movers to combat

smoking, predominantly through legal tactics


Legal Tactics

1986: The State of California banned smoking at public schools.

1988: Proposition 99 increased tax on cigarettes and funded one of the most successful statewide tobacco control

programs in the nation.

1993: The State of California banned smoking at daycare centers.

1995: California became the first state to ben smoking in almost every workplace, including restaurants and bars, and

thus almost all indoor, public spaces in 1995.

California Labor Code bans smoking in places of employment; both employees and customers are prohibited from

smoking in included locations. Fines for first infractions are $100, then $200, then $500, and then up to $7000 for

employees/owners. Customers can be fined up to $324.

1996: The State of California enacted the Tobacco Control Section of previous smoking ban propositions, which would be

run by the Department of Health Services and would include smoking cessations programs, youth access regulations, etc.

1998: the 1995 ban on smoking in public spaces is extended to gaming facilities and the outdoor spaces of restaurants.

2003: The State of California banned smoking within 25 feet of playgrounds

2004: The State of California banned smoking within 20 feet of entryways and windows of public buildings

2013: Starbucks banned smoking within 25 feet of the entrance of any and all of their shops.


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Los Angeles used a combination of positive, yet influential,

messaging and legal tactics to combat smoking


Legal Tactics

2004: Los Angeles banned smoking in outdoor public spaces,

including beaches, parks, buildings and farmers markets.

2010: Los Angeles City Government banned outdoor smoking

in restaurants and near food trucks, with a 1 year

implementation grace period. The USDA launched graphic

campaign to stop smoking.

2012: UCLA became the first tobacco free UC campus.

2012: Santa Monica banned smoking in apartments (direct

enforcement probably will not be implemented)

Ongoing: LA Quits is a publicly backed support resource for

those looking to quit. The outlet usespositive messaging andimageryto inspire, as opposed to frighten.

Social tactics and impact

Many celebrities, includign Jennifer Aniston, Jon Hamm,

Charlize Theron, Katherine Heigl, Kelly Ripa, Jessica

Simpson and others, who were previously heavy

smokers, have publicly quit:

Jon Hamm: "It's glamorous on film, but it's not

glamorous waking up and smelling like an ashtray,"he told People Magazine.

Gisele Bundchen: When I quit smoking, I gained 15

pounds. I prefer myself this way. Nothing is worth

your health.

Other former-smoker celebrities,

such as Brooke Shields and Christy

Turlington, took part in a series of

photo shoots in the early 80s,depicting smoking as silly and stupid.

[Quitting smoking] is one of the best

things you can for your health and the

health of those around you.


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Since 1980, the number of smokers in the state has halved, and the number of cigarettes sold

has dropped 65 percent.

The State of California has the second lowest smoking rates in the country throughout the

entire state, at 15.7% of the population.

Los Angeles smoking population is even lower, at 14.3%.

Citizen sentiment has shifted towards the anti-smoker:

"Someone smoking while you're eating is awful," Teresa McNamara, a self-described

anti-smoking advocate from Encino, said. Daily News

"I don't feel sorry for the smokers at all," said Beth Cowan of Encino, CA. "I'm totally for

(the new law). I tend not to go to restaurants where people might be smoking."Daily

News

Just like sex offenders, cigarette smokers are being pushed out of Los Angeles one

ordinance at a time. LA Weekly.

The social and legal changes have made an impact, leading to

changes in behavior and social stigma amongst LA locals


Since 1980, the number of smokers in the state has halved, and the number of cigarettes

sold has dropped 65 percent.

The State of California has the second lowest smoking rates in the country throughout the

entire state, at 15.7% of the population.

Los Angeles smoking population is even lower, at 14.3%.

Citizen sentiment has shifted towards the anti-smoker:

"Someone smoking while you're eating is awful," Teresa McNamara, a self-described

anti-smoking advocate from Encino, said. Daily News

"I don't feel sorry for the smokers at all," said Beth Cowan of Encino, CA. "I'm totally

for (the new law). I tend not to go to restaurants where people might be smoking."

Daily NewsJust like sex offenders, cigarette smokers are being pushed out of Los Angeles one

ordinance at a time. LA Weekly.


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Smoking bans are being considered anti-smoker as opposed to anti-smoking

These policies represent employment discrimination. It's a very dangerous

precedent, says Michael Siegel, a professor at Boston University's School of

Public Health. He says the restrictions punish smokers rather than helping

them quit. USA Today

Smoking is much more of a problem in low-income areas and populations, making

celebrity-focused LA an outlier

More than 36% of Americans living below the federal poverty line are

smokers, as compared with 22.5% of those with incomes above that level.

Other considerations


Century Council and the Alcohol Industry


58/61

Various distillers independently took steps to

promote safe use of their products


1980s early supporter of Students Against Drunk Driving

(SADD)

1970s partnership with NFL to sponsor national ad campaign

against drinking and driving

1960s funded development of alcohol education programs

1950s - Partnership with the NIH to research and publish

learnings on alcoholism

1940s - Helped to fund development of the breathalyzer




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Recognizing a common goal, 7 major distilleries

united to form the Century Council


The Century Council is a independent non-profit jointly funded by major

U.S. distillers that:

Partners with law enforcement, government organizations, schools, and retailers

to prevent drunk driving and underage drinking

Provides funds towards public policy and alcohol abuse research




60/61

What started as independent efforts to help identify and stop drunk drivers

is now a cooperative organization with a broad array out outreach efforts

falling into three categories

Over time the movement has evolved to support

sophisticated, nation-wide campaigns



Drunk Driving

Funding behavior

modification programs

Judicial education

National hardcore

drunk driving project

Online education tools(BAC calculator)

Underage Drinking

Mentoring programs

Research on causes of

underage drinking

We Dont Serve Teens

campaign

Substance abusetreatment programs

Cops in Shops

partnership

Binge Drinking

Funds student-led

campaigns

Ad Council partnership

Emergency Medicine

Foundation grant

Funds StudentAdvertising

competition

While spinning off may save some cost it decreasesCentury Council and the Alcohol Industry


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While spinning off may save somecost, it decreases

attribution and long-term payoff for individual brand


Impact on perception/NPS

Decline in NPS due to lack of linkage with AT&T brand;

Additional risk that perception might be disaffiliation with

good cause

Financial investment

Lower investment by spinning off, but given leadership, sustained

Investment will be necessary for a period of years

Financial payoffLow pay off, LTV of customers is tied to NPS

Time

it can wait overview

Documents