Ad Council That's Not Cool

R/GA New York created a campaign for the Ad Council to help prevent teen dating violence, much of which begins in the digital world and through controlling behaviour.

Ad Council That's Not Cool

R/GA, New York

SUMMARY

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...

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