In 2015, AT&T’s It Can Wait campaign set to raise awareness that while texting and driving is still a problem, the issue has grown to include any type of smartphone activity that takes eyes off the road. We sought to tell the story of an athlete that 'could have been’.
What resulted was the heartbreaking story of Fletcher Cleaves, a promising football player, who became paralysed from the chest down in the aftermath of a tragic accident. What had seemed like an ordinary drive after practice changed Fletcher’s life forever when an oncoming driver on their phone, drifted into Cleaves’ lane.
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