The goal of the campaign was to encourage teens to "draw their digital line" when faced with online harassment and let others know "That's Not Cool." By integrating the various media elements, the message reached over 18 million users and generated over 135,000 video views, with traffic still increasing to date. To find out how the teams created their eye-catching campaign and got it in front of millions of teens, download the full case study.Case study: "That's Not Cool" campaign
How do you get teenagers to take note of an important message? By engaging them with compelling creative "where they're already having conversations," explains Erin Noonan, account manager for worldwide interactive agency R/GA. For a recent public service campaign by the Ad Council, the Family Violence Prevention Fund, and R/GA, that meant creating an immersive 360 campaign, and using some key media to capture attention: a custom website, display ads, a YouTube Channel, and social networking sites.
The goal of the campaign was to encourage teens to "draw their digital line" when faced with online harassment and let others know "That's Not Cool." By integrating the various media elements, the message reached over 18 million users and generated over 135,000 video views, with traffic still increasing to date. To find out how the teams created their eye-catching campaign and got it in front of millions of teens, download the full case study.
The goal of the campaign was to encourage teens to "draw their digital line" when faced with online harassment and let others know "That's Not Cool." By integrating the various media elements, the message reached over 18 million users and generated over 135,000 video views, with traffic still increasing to date. To find out how the teams created their eye-catching campaign and got it in front of millions of teens, download the full case study.
