Watch: AT&T Uses Technology to Curb Texting and Driving

The campaign is called "It Can Wait" and it's AT&T's effort to keep motorists off of their cell phones while driving.

The telecommunications company hosted a hackathon on Friday and Saturday, bringing together professional software developers, amateur hackers, graphic artists and all-around techies at office-share in Santa Monica to compete for a chance to win up to $20,000.  

"The focus here is to encourage developers to come up with a solution that can help reduce and or eliminate texting while driving," said Alex Donn, senior marketing manager of the AT&T developer program.

AT&T's "It Can Wait" hackathon winners will be announced at 7 p.m. on Sept. 18.

What is a hackathon?

"A hackathon is an event where we get a bunch of developers together and they learn about new technologies and then take that new-found knowledge and create applications ... to solve a specific problem," said Dunn.

Follow @ATTdeveloper and watch #ATTHack and #ItCanWait on Twitter for more information.

In this video: Watch interviews with Geoff Hollingworth, head of innovation at Ericsson; Alex Donn, senior marketing manager of the AT&T developer program;  Tim Anglade, head of developer programs and evangelism at Apigee; and developers Grigor Karavardanyan, Dubem Enyekwe and Maxwell Cabral.