Ad Council That's Not Cool

R/GA, New York


The Ad Council approached us to create a campaign to help prevent teen dating violence. A real problem to be sure, but until we researched the issue, we didn't realize both its severity and scale. We learned that one in three high school students are or have been involved in an abusive relationship. Most significantly, we learned that abusive behavior first starts out as controlling behavior. And that this controlling behavior happens primarily in the digital realm, over mobile phone and Facebook contact. Abuse, in the form of digital harassment, is negatively affecting almost every teenager, but flying under the radar of adults. And while teens were feeling the pressures of digital harassment (incessant text messages, demands for nude pics, etc.), they didn't recognize it as abuse. But it is abuse, and can often lead to something worse, like physical violence and sexual assault.