Ad Council - That's not cool

The Ad Council, the Family Violence Protection Fund, and the Office of Violence Against Women joined forces to create an integrated campaign that would help prevent teen dating violence.

Ad Council – That's not cool

R/GA, New York


In 2008 the Ad Council approached us to create an integrated campaign to help prevent teen dating violence. Going in, we knew that mild forms of emotional abuse were often a pathway to more physical and violent abuse. Shortly after beginning the project, we uncovered a startling trend. Abuse, in the form of digital harassment, was negatively affecting almost every teenager, but was flying under the radar of adults. And while teens were feeling the pressures of digital harassment (hundreds of jealous texts, demands for nude photos, etc) they didn't...

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