AT&T research shows that 7-in-10 people engage in smartphone activities while driving.1 People are doing much more than just texting from behind the wheel. They’re checking email, posting on social media, and even snapping selfies.

To drive home the message, AT&T brought a virtual reality simulator to the Cincinnati Police District Two National Night Out gathering. Visitors were able to safely experience firsthand how dangerous it is to take their eyes off the road and glance at a phone.

The experience is part of the AT&T IT CAN WAIT campaign, which urges drivers to keep their eyes on the road, not on their phones because distracted driving is never OK. The campaign began with a focus on not texting and driving. It has now expanded to the broader dangers of smartphone use behind the wheel.

Since its launch in 2010, the campaign has:

Helped grow awareness of the dangers of smartphone distracted driving to nearly 90% of audiences surveyed.

Inspired more than 14 million pledges not to drive distracted.

Worked with departments of transportation in Texas, Kentucky and other states on research that suggests a correlation between IT CAN WAIT campaign activities and a reduction in crashes.

Collaborated with AT&T data scientists on research that shows how statewide anti-texting laws impact the rate of texting while driving.

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1 Research commissioned by AT&T and conducted by Braun Research. Polled 2,067 people in the U.S. aged 16-65 who use their smartphone and drive at least once a day. Additional information available here.