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 when driving. To reach the sports enthusiast, we sought to tell the story of an athlete that 'could have been', leading into the start of the football season in September.

What resulted was the heartbreaking story of Fletcher Cleaves, a promising football player out of Cordova High School in Memphis, TN who became paralyzed from the chest down in the aftermath of a tragic accident on Sept. 9, 2009. The same day Fletcher was announced as a starter for the Lambuth University’s football team, what seemed like an ordinary drive after practice changed Fletcher’s life forever when an

oncoming driver, distracted from looking at their phone, drifted into Cleaves’ lane.