What it is: 360 campaign built to help prevent teen dating violence.
Why it matters: We found that teen dating had moved into the digital space. And abuse had followed. We developed a campaign that would live where the abuse was taking place. In the digital world. “That’s Not Cool” is an integrated campaign designed to raise awareness, educate, and get kids talking about the problem. The goal of the campaign was not to preach at kids, but to encourage them to make informed decisions on their own - and give them the tools to stop it.
Why it matters: We found that teen dating had moved into the digital space. And abuse had followed. We developed a campaign that would live where the abuse was taking place. In the digital world. “That’s Not Cool” is an integrated campaign designed to raise awareness, educate, and get kids talking about the problem. The goal of the campaign was not to preach at kids, but to encourage them to make informed decisions on their own - and give them the tools to stop it.
Role: Concept and Strategy, Creative Direction, Copywriting, Media Ecosystem Development
