It’s easy to think that the couple seconds it takes to send a quick text while driving can’t matter much. But as the short film above illustrates, it only takes a text as short and simple as “on my way” or “be right there” to cause an accident.

According to the US Department of Transportation, distracted driving claimed the lives of 3,311 victims and caused 387,000 injuries in 2011, which accounts for 10% of all fatal crashes that year. Although 98% of drivers recognize that texting and driving is risky, approximately 660,000 drivers are still using cell phones or manipulating electronic devices while they drive. This number has been growing, culminating in a 126 percent increase since California’s ban on texting and driving in 2009.

Texting & Driving: It Can Wait is an initiative that focuses on educating the public, especially teens, on the risks of texting and driving. It reminds drivers that no message is urgent enough to risk other people’s lives and urges people to take the It Can Wait pledge:

No text message, email, website or video is worth the risk of endangering my life or the lives of others on the road. I pledge to never text and drive and will educate others about the dangers of texting and driving. No text is worth the risk. It can wait.

The campaign also offers ways for the public to get involved, such as downloading an activation kit, using the hashtag #itcanwait and providing a platform where people can share and read stories about lives impacted by texting and driving.

To support this initiative, AT&T has also helped to promote the message actively, and created a mobile app that generates customizable auto-reply messages to texts and calls while the user is driving.

Learn more about texting and driving on itcanwait.com, take the pledge and help spread the message.