In 2009 Fletcher Cleaves was a top high school football prospect ready for the next level, eager to do in college what he d done in high school: rack up yards as a running back. But before Cleaves could realize his dream of playing at the next level, a texting, distracted driver plowed into the car he was driving, forever changing his life s trajectory. Today, Cleaves, paralyzed from the chest down as a result of the accident, serves as a tragic reminder of something as seemingly harmless as texting and driving can alter lives. It s impossible to watch the video below and not immediately realize three important facts: Texting and driving is a big deal. This young man was unfairly robbed of his future. This big brand nailed the messaging. Telecommunications brands (and airline companies) enjoy some of the worst customer service ratings on the planet. And to make matters worse, their core messaging via print, radio and online ads is equally atrocious, doing very little to make would-be
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