The country’s four biggest cellphone companies are set to launch their first joint advertising campaign against texting while driving, uniting behind AT&T’s “It Can Wait” slogan to blanket TV and radio this summer.

The multi-million dollar ad campaign is unusual not just because it unites rivals, but because it represents companies warning against the dangers of their own products. After initially fighting laws against cellphone use while driving, cellphone companies have begun to embrace the language of the federal government’s campaign against cellphone use by drivers.

Beyond TV and radio ads, the new campaign will stretch into the skies through displays on Goodyear’s three blimps. It will also include store displays, community events, social-media outreach and national tour of a driving simulator. The campaign targets teens in particular.