|By Business Wire
|December 21, 2012 11:42 AM EST
As parents and teens across the country juggle shopping, parties and
numerous trips in the car during the busy holiday season, Sprint
(NYSE:S) will be releasing a new
advertising campaign titled “Swarm,” informing wireless users how they
can avoid the distraction of texting while driving.
ad, created by Sprint and its agency, Team Sprint – Digitas and Leo
Burnett – will begin airing Dec. 24 and features the Sprint
Drive First™ mobile application, which can block and send automatic
replies to text messages while you drive. The overarching message is we
can live without the “&” when referring to texting & driving, and the
Sprint Drive First app can help remove the temptation to do both at the
To convey that message, a teenager is featured along with imagery of
text messages buzzing around her like a swarm of bees as she prepares to
go out. The swarm grows larger and larger, but once she enters the car
and begins to drive away, Sprint Drive First engages and the swarm of
text immediately fall to the ground.
“With drivers 23 times more likely to crash if they’re texting while
driving,* the issue of distracted driving continues to be of great
concern to Sprint,” said Bill White, senior vice president-Corporate
Communications and Corporate Social Responsibility. “During this holiday
season, Sprint is especially pleased to release a new ad campaign that
will help drivers focus on driving, further educate consumers about
responsible driving behavior, and hopefully save lives.”
“Swarm” will appear across several outlets on network and cable
"There is nothing wrong with texting and there is nothing wrong with
driving,” said Michael Boychuk, senior vice president and executive
creative director, Leo Burnett. “It is texting and driving that
is not safe. Sprint's new campaign, which kicks off with the TV
commercial, showcases the Sprint Drive First mobile app that blocks
texts while a car is in motion, effectively stopping the dreaded '&'
while encouraging people to focus on driving, not texting."
Sprint Drive First
Drive First application locks an Android mobile phone when the
phone’s GPS detects motion above 10 miles per hour. Sprint Drive First
can direct incoming calls to voice mail and silences distracting alerts.
A customizable auto-response can be sent to all text messages, which are
held until the driver comes to a stop.
Sprint Drive First is available on Sprint Android™-powered smartphones
for $2 per month per phone (excluding surcharges and taxes). Sprint
customers can sign up and receive a 15-day free trial by downloading the
app from Google Play or visiting sprint.com/drive.
Sprint Drive First is also part of Sprint
Guardian, a bundle of safety- and security-oriented services for
Guardian also includes Sprint Mobile Controls, Sprint Family Locator
and Lookout Family Mobile Security.
Sprint’s commitment to combat distracted driving behavior
Since 2005, Sprint has worked on behalf of its customers and employees
on the issue of distracted driving by partnering with schools, nonprofit
organizations and product developers on various programs to help combat
texting while driving and promote responsible driving, including:
Sprint’s Don’t Drive Distracted Pledge: Sprint asks that its
employees and customers make a commitment to driving responsibly by
signing the Sprint Don’t
Drive Distracted pledge.
Thumb Wars: Sprint supports DoSomething.org’s
Thumb Wars campaign, which provides
thumb socks as a visual reminder to help stop teens from texting while
driving. In addition to providing thumb socks, the campaign educates
teens on the dangers of texting while driving, asks them to pledge to
stop texting while driving, and encourages them to be ambassadors of
this initiative by sharing it with their family and friends.
DriveCam: Sprint also works with companies that develop
wireless embedded communication solutions to reduce distracted
offers a driving safety program based on a video event recorder
wirelessly enabled by Sprint. When g-forces indicate distracted
driving, it sends a video to DriveCam, which then provides a
professional safety analysis that fleet managers or parents of teens
can use in coaching their driver. American Family Insurance makes it
available as its Teen
Safe Driver ProgramSM at no charge for its customers.
FleetSafer: Sprint is working with Aegis Mobility to help
commercial fleet operators promote safe, legal and responsible use of
is the first solution to help ensure compliance with Federal Motor
Carrier Safety Administration rules requiring mobile phone calls made
by interstate truck and bus drivers to be both “one-touch” and
hands-free. The application ensures that smartphones and tablets
conform to the organization’s safety policies and best practices
regarding texting, emailing or communicating while driving.
Uconnect Access: Sprint and Chrysler Group developed a new
wireless in-vehicle connectivity experience that promotes driver focus
and provides driver assistance. Chrysler Group’s Uconnect
Access in-vehicle communication system helps drivers maintain
their focus on the road by using Bluetooth®- equipped
mobile phones for hands-free calling and texting and features
one-touch 9-1-1 calling, roadside or vehicle assistance.
NASCAR: Through its sponsorship of NASCAR Sprint Cup Series™,
Sprint is spreading the word on the importance of attentive driving
through a public service announcement featuring Miss Sprint Cup Kim
Coon and NASCAR Sprint Cup Series driver Kasey Kahne.
AAA: Sprint and AAA joined forces to spread the word about
avoiding distracted driving. AAA members who sign a pledge to drive
distraction-free receive a “dnt txt n drV” tire-tread wristband and an
“I’ve pledged, have you?” T-shirt.
More information about Sprint’s focus on driving efforts can be found at sprint.com/drive.
At this site visitors can access a database
of useful distracted-driving mobile applications and find other
helpful resources on responsible driving behavior.
*Virginia Tech Transportation Institute, July 2009
About Sprint Nextel
Sprint Nextel offers a comprehensive range of wireless and wireline
communications services bringing the freedom of mobility to consumers,
businesses and government users. Sprint Nextel served nearly 56 million
customers at the end of the third quarter of 2012 and is widely
recognized for developing, engineering and deploying innovative
technologies, including the first wireless 4G service from a national
carrier in the United States; offering industry-leading mobile data
services, leading prepaid brands including Virgin Mobile USA, Boost
Mobile, and Assurance Wireless; instant national and international
push-to-talk capabilities; and a global Tier 1 Internet backbone. The American
Customer Satisfaction Index rated Sprint No. 1 among all national
carriers in customer satisfaction and most improved, across all 47
industries, during the last four years. Newsweek ranked Sprint
No. 3 in both its 2011 and 2012 Green Rankings, listing it as one of the
nation’s greenest companies, the highest of any telecommunications
company. You can learn more and visit Sprint at www.sprint.com
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