Don’t worry, I’m not referring to my own phone number. It’s a line of copy from a brilliant campaign by R/GA and the Ad Council to address dating harassment among teens. While many of us who have teens or young adults in our life are familiar with their dependence on texting and IM, who knew that harassment via texting, constant calling, and IM had become an epidemic? According to a recent article in the New York Times:
one-quarter of teenagers in relationships say they have been called names or harassed by their partner through cellphones and text messages, according to a study commissioned by the clothing company Liz Claiborne, which sponsors antiviolence programs.
Wisely, the campaign aims to educate and allow teens to take action in the medium where the behavior is taking place and that they thrive in: the digital space. That’snotcool.com features videos illustrating scenarios from both points of view in the relationship and Q&As that one might expect from a public service campaign. However the true innovation is in “call out cards”, electronic post cards that one can download, post on social networking sites, or send via email to let someone know they’ve crossed the line. The cards are witty but to the point, and kudos on the copywriting that sounds authentic and spares any of the zealous righteousness of the “Just Say No” campaigns many of us were raised on.
The callout cards are elegant in their ease/simplicity, and highlight how effective communication strategy has evolved from interruption (“let’s disrupt and breakthrough!”) to integration into the target’s habits and daily life. Traffic will be driven to the site from television, radio, and OOH advertising that begins on Feb 9th. In a unique media opportunity, posters of the callout cards will hang in schools and students are encouraged to take a photo with their mobile phones and send it to a friend. No doubt the posters will spark a few conversations! Now, go send the website to a middleschooler or teen you know! Here’s some suggested text: BTW a cool site 4 u www.thatsnotcool.com
