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PCCA Journal|4

th

Quarter 2014

27

that makes us feel happy,” Greenfield

said. “If that desire for a dopamine fix

leads us to check our phones while

we’re driving, a simple text can turn

deadly.”

The study, fielded as part of the Tex-

ting & Driving...It Can Wait campaign,

was released as AT&T focuses on helping

people find ways to resist the urge to

text and drive at a potentially deadly

moment of temptation.

s฀

The AT&T DriveMode app for iPhone

is now available on the App Store,

making it the first free no-texting-

while-driving application offered by a

major U.S. wireless carrier that works

on the iPhone. The app is easy to

use. It silences incoming text message

alerts, turns on automatically when

one drives 15 MPH or more, and turns

off shortly after one stops. When

activated, it automatically responds to

incoming SMS and MMS text messages

so the sender knows the text recipient

is driving. It also allows parents with

young drivers to receive a text mes-

sage if the app is turned off.

s฀

The It Can Wait campaign is working

with celebrities to help drive adop-

tion of a new social shorthand, “#X.”

You can use it in social media, text, or

email to signal to others that you’re

pausing the conversation before you

drive and that you’ll get back to them

when you arrive safely at your desti-

nation.

The survey included some startling

revelations about how our attachment

to our mobile phones can lead us to use

them when we’re driving—even when

we know we shouldn’t.

While over 90 percent say they know

texting and driving is dangerous, many

rationalize their texting-and-driving

behavior—a classic sign of addiction,

according to Greenfield. Nearly three-in-

ten said they can easily do several things

at once, even while driving. “However,

many objective studies show that’s not

possible,” Greenfield said.

According to the research, those who

are most likely to text and drive are also

the most likely to take steps to stop. And

82 percent of people who take action to

stop texting and driving feel good about

themselves.

Continued on page 28

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