Herzog, ‘It Can Wait’ campaign shed light on dangers of texting and driving

Herzog, ‘It Can Wait’ campaign shed light on dangers of texting and driving

BY Andrea Brands | Director, Consumer Education and Safety at AT&T

So often drivers think, “I’m driving slowly enough, I can just answer this text real quick.”

Acclaimed filmmaker, Werner Herzog, and It Can Wait have teamed up to give a voice to four individuals whose lives were irreparably changed by that thinking in the new 35-minute documentary, “From One Second to the Next.”  Herzog gives an honest, inside look at the devastating aftermath that can be created when a driver texts behind the wheel.

So many people have asked us, “Why Herzog?” “How Herzog?” I think his reaction to an Associate Press question says it best:

“I knew I could do it because it has to do with catastrophic events invading a family. In one second, entire lives are either wiped out or changed forever. That kind of emotional resonance is something that I knew I could cover.”

Reactions to “From One Second to the Next” have been overwhelmingly positive.  After the launch of this documentary on August 8, Twitter conversations and media coverage has extended across remarkable outlets like Huffington Post, BBC News, Rolling Stone, Advertising Age and CNN.

My favorite was The New York Times editorial that called the documentary, “Maddening and moving, it may be the first example of a new genre: the arthouse public service announcement,” and notes that “the project sets a high standard for how corporations can educate the public.”

AT&T, Sprint, T-Mobile, Verizon and more than 200 other organizations are building momentum and taking the movement to the next level.  Whether it’s a quick glance, making plans or sending a simple one-letter response, the It Can Wait campaign encourages people to put their phones down when behind the wheel and pledge to never text and drive.

Recently, I had the opportunity to attend the screening of the documentary with Werner Herzog and Xzavier, a young boy from the documentary who was paralyzed after he was struck by a driver who was texting (photo at right). It was a powerful event and I encourage you to watch “From One Second to the Next” if you haven’t already.  Go to ItCanWait.com to watch the documentary and take the pledge.


Take time to watch the full video below:

Editor’s note:  As part of our partnership with AT&T on distracted driving, I invited AT&T’s Consumer Education and Safety Director, Andrea Brands, to share more about the ‘It Can Wait’ campaign. This is the third in a series of guest blog posts by AT&T. 

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Melanie Batenchuk founded Be Car Chic in 2009 as a way to help consumers make smart decisions when buying and selling their cars. Her prior work at the dealership, trade association and manufacturer levels has provided her a deep understanding of the complex facets within the auto industry, making her a leading woman in her field.

There are 3 comments for this article
  1. marsh carroll at 3:06 PM

    Yes! Thanks very much! The music video today is slightly different in that I removed the commercial references so it funcitions more like a PSA. In any case, it is all good and keep up the great work!