It Can Wait Overview

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.
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
2012 Results
2012 Results
2012 Results
Shift to 2013
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 public EOY 52%, Peak 56%
EOY 54%
Peak 57%
Caring EOY 45%, Peak 45% EOY 46%
Peak 49%
Brand you can trust EOY 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
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
Youth
Parents
Community at Large

M
e
d
i
a

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
External
Launch
Paid
A
s
s
e
t
s

Include in PR and
events
A
p
p
r
o
v
a
l
s

3
rd
party approval Off line approval
process
3
rd
party 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)
Its time to end texting and drivingfor good
Its time to set a new example and take a stand
to stop texting and driving
2013 Program Strategies
Get Loud Scale our Reach Make ICW a Way of Life
Leverage our assets and
relationships to bolster ICW
message scale and reach
Paid
Earned Media
Simulator Activity
Sponsorship
Expand ICW outreach and
participation by external
partners 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 15 Advocate Outreach
September 19 Annual Pledge Drive
2013 Approach
Success so far
4 M+ Pledges to date
ItCanWait.com and Att.com/ItCanWait pageview totals approached 5 million
3.5M+ views to ItCanWait.com
Nearly 6,000 media placements generating over 4 billion impressions
Reach through Facebook, Twitter and YouTube is more than 310 million unique user accounts.
197M+ Twitter accounts reached through It Can Wait-related tweets
104M+ unique Facebook impressions
9M+ YouTube views
90 Sponsorship properties to date
15M Stickers distributed
372 Simulator events
*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 campaign
featured 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
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
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 RSP
featuring 4 or more YouTube influencers

Media Integration: Ryan Seacrest Productions
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
2012 2013
8
120
Corporate Advocates
160
175
NGOs
285
475
Government, State and Local
Driving scale in 2013: Advocate outreach

Re-cap of the 100 Deadliest Days of Summer 2013
ICW
Town Hall
5/21/13
Retail
Activation
5/10/13
Simulator Tour and Local Media Coverage
Sponsorship Property Activation and Sweepstakes
Commitment Day
5/20/13
PR Announcement
CW Arrow TV Integration
News Now
Insider
100 Reasons It Can Wait Launch
Employee
volunteerism kick off
(tSpace/tStorm idea
fund)
Volunteerism Portal
Event Organization
5/26/13
AT&T National
6/27-6/30
7/30/13
Social media user generated stories
100 Reasons
It Can Wait
Ends
9/3/13
Teen Choice
Awards
8/11/13
Day of Action
9/19/13
Hi Impact Media
Employee Activation
Sr. Leadership
Participation at
Local Events
News Now

100 Reasons
It Can Wait
Midpoint
Insider
I heart Radio
Festival
9/20/13
6/30 7/15 7/30 8/15 8/30 9/15 9/30 6/15 5/30 5/15
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 ICW
Activation)
Mid -Aug
Drive 4 Pledges Day
September 19, 2013
Three pronged strategy for success on 9/19

Activate
Market
Megaphones

Push
grassroots buzz

Create a
media halo
1 2 3
24
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
AT&T-led Market Megaphones
25
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
1
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
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 or
Rudy Hermann motivating the retail
employees on Monday Sept 16th
**secondary to other product launches
Champion Advocate- led Market Megaphones
28
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 and
students

Employee Activation
Announcement

Sponsorship
Encourage NFL players to tweet
support and pledge

Schools
Regional teams to integrate ICW
message with 1200 county
educators

1
29
2
See appended word doc for more detail
Over 500 events scheduled so far:
Events with 3Ps, Retail, Corp Advocates, Schools.
National Advertising: Change CTA to build
momentum

September 19
September 9-18
3
Current
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 9/16
3
Verizon 9/19 Added Value Media 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 9/26 9/29:
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

3
AT&T In-Season Properties
9.14-9.22 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

3
Future State
Evaluating cases and mapping our future

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

We have learned from these cases


Cause
Associated
Brands
Messaging 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 up for 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
Stigma can take a long time on its own. Repetition is key.

Technology can accelerate real behavior change or get in the
way of the behavior

Legislation does not always have teeth to be enforced

Technology can drive enforcement

Leaders/First Movers can garner long-term brand equity

Key learnings from case studies

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 and
advocate 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
Research Key Highlights to date
39
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 some aided 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 35 54). 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 kids more
are claiming to enforce some kind of a punishment.
TWD Message Awareness and Linkage
AT&T Imagery and Recommendation
TWD Behavior
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
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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&Ts
Sept 19th
pledge day
AT&T
launches
2013 ICW
Campaign
However, those who continue to text, claim others instigate
their TWD behavior (i.e. answering ding of text)
So, there if there is an opportunity to prevent the text with technology, we could address this
universe of 49%
Monthly average.
68% 69%
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It's an equal amount between you and someone else texting/emailing first
Begins with you texting/emailing someone else first
Begins with someone texting/emailing you first
Total Texter/Emailer
Arrows indicate significant difference from Sep 12 at the 95% confidence level.
July 31, 2013
Future of It Can Wait
Recommendation
Officers Presentation

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 continue
grassroots 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
We have an opportunity to evolve our role as an
innovation and technology company

2013: Reacting to a Problem 2014: Leading a Movement Beyond 2014 Preventing Future
Problems with Customer Advocacy
The Business of Creating Movements

The Business of Creating
Technology that Works for People

Asking people to stop
doing something
dangerous
Asking people to help
stop the problem
Eliminating problems
and preventing future
problems
Stay relevant by evolving the narrative to both keep up
with technology and support our new businesses
AT&T creates amazing products that you
should use safely.
AT&T creates amazing products that are
inherently safer on behalf of customers.
Customer Advocacy is a bigger role for AT&T that can underpin
our growth businesses.
Stewards of Problem
Stewards of Solution
Appendix- Additional
Materials for consideration
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
and got first mover advantage
Founded on Safety
1927: Cars are driven by people.
The guiding principle behind
everything we make at Volvo,
therefore is and must remain,
safety.
Safety at the C Level
1958: Volvo hires first ever Chief
Safety Engineer Nils Bohlin after
relative of CEO Gunnar Engelau
died in a car crash
Open Innovation
1959: Bohlin invents 3-point seat
belt and registers it as an open
patent making it available for use
by all auto manufacturers
Spurring Legislation
1968: NHSTA responds to recent
innovations and passes Federal Motor
Vehicle Safety Standards making
seatbelts mandatory in all new cars

Nationwide Adoption
1974: NHSTA amends standards
and requires 3-point seatbelt in all
new cars.
Increased Awareness
1979: NHSTA begins crash-testing
and publishing results, increasing
public awareness and demand for
safe cars
Spurring Enforcement
1984: New York states becomes
first state to require wearing of 3-
point seat belts in all cars
Ubiquitous Change
All states except NH require
wearing of 3-point seatbelts in cars
Technology as a Total
Solution
2020: Volvos Vision for 2020 is
that no one will be killed or injured
in a Volvo vehicle
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 and
must remain, safety.
Volvo engineer Nils Bohlin invented the 3-
point-safety belt in 1959 which Volvo not
only made standard on all vehicles, but
also 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

Consumer Perception Rank
Drivers rank Volvo as the 7
th
best
overall car brand
Volvos safety reputation is responsible for a more favorable
brand reputation than its performance supports
#7 #18
Actual rank
Consumer Reports ranks Volvo #18
among all car brands
Consumers ranked various car brands on various qualities (e.g. reliability,
performance, safety, technology.) Volvo consistently ranks #1 in safety, but
fails to make the top 10 of any other category; however, that quality alone
is enough to make it an overall favorite with consumers.
LA Smoking Case Study
July 9, 2013

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 the Journal of Neuroscience.
Celebrities and movie characters are highlighted for making smoking look cool

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.
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 uses positive messaging and
imagery to 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.
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 News
Just like sex offenders, cigarette smokers are being pushed out of Los Angeles one
ordinance at a time. LA Weekly.
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
Various distillers independently took steps to
promote safe use of their products
58
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

Century Council and the Alcohol Industry
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

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 abuse
treatment programs
Cops in Shops
partnership
Binge Drinking

Funds student-led
campaigns
Ad Council partnership
Emergency Medicine
Foundation grant
Funds Student
Advertising
competition
While spinning off may save some cost, 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 payoff
Low pay off, LTV of customers is tied to NPS

Time

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February 11, 2014

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