The CW's 'Melrose Place' Joins AT&T in Telling Consumers 'Txtng and Drivng ... It Can Wait'

The CW's 'Melrose Place' Joins AT&T in Telling Consumers 'Txtng and Drivng ... It Can Wait'

'Melrose Place' Stars Katie Cassidy and Michael Rady Featured in On-Air and Online Public Service Announcement about the Dangers of Texting While Driving

DALLAS, March 29 /PRNewswire-FirstCall/ -- There's no denying it, text messaging is here to stay. In fact, in 2009, 457 billion text messages crossed the AT&T* network, compared to approximately 243 billion in 2008 and 88 billion in 2007. But while this popular means of communication might be simple, reading or responding to text messages while driving can have serious consequences, which is why the cast of The CW's "Melrose Place" joins AT&T in saying "Txtng and Drivng ... It Can Wait."

Working with AT&T, The CW will include a reference to the campaign in the March 30 episode of "Melrose Place" (Tuesdays, 9-10 p.m. ET) and has also developed a public service announcement (PSA) featuring "Melrose Place" stars Katie Cassidy and Michael Rady. The PSA, which will air immediately following the show on March 30 and will also be featured online at http://www.cwtv.com/, encourages viewers to visit www.facebook.com/att to learn more about the dangers of texting while driving and sign an online pledge to stop the dangerous activity.

"We are excited to be able to join with The CW's 'Melrose Place' to encourage viewers to stop texting while driving," said Chris Schembri, vice president, AT&T Media Services. "While this campaign is important for all drivers, we're particularly focused on reaching youth ... the core viewer of The CW and www.cwtv.com."

Earlier this month AT&T launched a campaign to raise awareness about the risks of texting and driving and reminded all wireless consumers, especially youth, that text messages can -- and should -- wait until after driving. The national campaign -- which spans print, radio, TV and online advertising -- features true stories and the text message that was sent or received before someone's life was altered, or even ended, because of texting and driving.

AT&T has also launched a Facebook application, which can be found at www.facebook.com/att. Friends can share this application with one another to encourage each other to take the pledge to not text and drive. AT&T is also promoting the pledge on Twitter to ask followers to rally around the cause. You can follow @ShareATT on Twitter.

In September 2009, AT&T announced a commitment to raise awareness about the issue of texting and driving through a multifaceted initiative to educate employees, customers and the general public about using wireless devices safely while driving.

Since then, AT&T has revised its wireless and motor vehicle policies to more clearly and explicitly prohibit texting and driving, impacting the company's approximately 280,000 employees; incorporated a don't-text-and-drive message on the plastic clings that protect handset screens on the majority of new devices sold in AT&T's more than 2,200 stores; and will be integrating campaign messaging in AT&T catalogs, in-store signage and collateral, bills, e-mails, newsletters and more.

Through multiple touch points, including shows like "Melrose Place," AT&T expects the campaign to reach millions.

* AT&T products and services are provided or offered by subsidiaries and affiliates of AT&T Inc. under the AT&T brand and not by AT&T Inc.

About AT&T

AT&T Inc. (NYSE:T) is a premier communications holding company. Its subsidiaries and affiliates - AT&T operating companies - are the providers of AT&T services in the United States and around the world. With a powerful array of network resources that includes the nation's fastest 3G network, AT&T is a leading provider of wireless, Wi-Fi, high speed Internet and voice services. AT&T offers the best wireless coverage worldwide, offering the most wireless phones that work in the most countries. It also offers advanced TV services under the AT&T U-verse(SM) and AT&T | DIRECTV(SM) brands. The company's suite of IP-based business communications services is one of the most advanced in the world. In domestic markets, AT&T Advertising Solutions and AT&T Interactive organizations are known for their leadership in directory publishing, advertising sales and interactive local search applications. In 2009, AT&T again ranked No. 1 in the telecommunications industry on FORTUNE magazine's list of the World's Most Admired Companies.

© 2010 AT&T Intellectual Property. All rights reserved. 3G service not available in all areas. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T affiliated companies.

Note: This AT&T news release and other announcements are available as part of an RSS feed at www.att.com/rss. For more information, please review this announcement in the AT&T newsroom at http://www.att.com/newsroom.

Source: AT&T Inc.

CONTACT: Sean Lashley of AT&T Inc., Office, +1-314-982-1746, Wireless,
+1-618-444-0707, slashley@attnews.us

Web Site: http://www.att.com/
http://www.cwtv.com/

-------
Profile: intent