Allstate's X the TXT(SM) Movement Reaches Major Milestone

Online community of 100,000 pledge not to text and drive

Dec 21, 2010, 12:20 ET from Allstate

NORTHBROOK, Ill., Dec. 21, 2010 /PRNewswire/ -- Allstate's X the TXT social movement to curb distracted driving reached a milestone with the registration of its 100,000th Facebook fan, nearly double the average number of fans on most Fortune 500 company pages. Allstate has built its facebook.com/XtheTXT fan page following through a combination of celebrity support, online engagement and in-person events.

"Facebook provides the platform. Celebrities and pledge events drive the conversation. Fans are sharing stories, hearing from celebrities they respect and encouraging their friends and family to join the movement," said Sari Macrie, vice president of corporate relations, Allstate. "Our integrated social media and traditional grassroots campaign is making a difference. More than 100,000 X the TXT fans are building an activist community and saving lives."

Allstate's X the TXT movement has grown with the help of star-studded support from celebrity spokespeople like The Jonas Brothers and Jordin Sparks. These pop culture icons are using their celebrity to raise awareness and engage their fans online and at pledge events for teens and families across the country. During these events, participants place their blue-inked thumbprints on an oversized banner – a symbol of their commitment to take their thumbs off their phone and stay focused on the road. Photo booths on-site drive fans to the X the TXT Facebook page (facebook.com/xthetxt) where they can tag photos, continue the conversation and share the pledge with their friends online.

To date, more than 125,000 people have taken the pledge not to text and drive online and at live events. As part of Allstate's new "X the TXT: DSGN8 Before You Drive" campaign, fans can also appoint a DSGN8D TXTR [designated texter] with the DSGN8D TXTR app.

About Allstate's New DSGN8D TXTR Program

Allstate is hosting a 10-city "X the TXT: DSGN8 Before You Drive" holiday campaign which focuses on incorporating a new step in a driver's habits by urging Americans to hand their phone to their DSGN8D TXTR before they get behind the wheel. Kevin Jonas kicked off the tour by designating best bud and security guard, Big Rob, as his in-car DSGN8D TXTR.

Allstate is making stops at sporting events, malls, holiday events and more with a goal to register more than 25,000 DSGN8D TXTRs at the events and online at facebook.com/XtheTXT. Grammy Award®-nominee and Broadway star Jordin Sparks, actress Meaghan Martin (Camp Rock, Camp Rock 2: The Final Jam, 10 Things I Hate About You), pop rock band Honor Society, R&B singer Mateo and Big Rob – along with their DSGN8D TXTRs – have joined Jonas in supporting the effort by registering online and will be making appearances in select cities during the national tour.

About Allstate

The Allstate Corporation (NYSE: ALL) is the nation's largest publicly held personal lines insurer. Widely known through the "You're In Good Hands With Allstate®" slogan, Allstate is reinventing protection and retirement to help more than 17 million households insure what they have today and better prepare for tomorrow. Consumers access Allstate insurance products (auto, home, life and retirement) and services through Allstate agencies, independent agencies, and Allstate exclusive financial representatives in the U.S. and Canada, as well as via www.allstate.com and 1-800 Allstate®.

SOURCE Allstate



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