It Can Wait 2017 was our opportunity to challenge culture and save lives, by shaking drivers out of their bad habits so that they’ll use phones responsibly when behind-the-wheel. Unlike previous years’ integrated programs, we partnered up with Facebook and BBDO to experiment with different insights that all ladder up to an overarching strategy. The results are still rolling in but, we know that millions of people are engaging with the content like never before.  This will give us a clear roadmap and plan for getting people to think twice and put down their phone while driving.