Leading Marketers, Media Companies and Non-Profits to Communicate to Teens
“If You Wouldn’t Wear It, Don’t Share it: Beware What You Share”
NEW YORK, November 3, 2010 – In an effort to educate teens about how to be smart about what they post and share online, The Wireless Foundation has joined the Ad Council’s new collaborative initiative, the Internet Safety Coalition, to provide research-based messages to teens and their parents.
The collaboration will utilize the collective strengths of corporate marketers, the media, non-profit organizations and foundations to promote safe online and digital practices. Coalition members also include AOL, AT&T, Comcast, Facebook, MySpace, Google, the Interactive Advertising Bureau, IBM, Microsoft, MTV Networks, the National Cable & Telecommunications Association, the National Center for Missing & Exploited Children, The New York Times Company, Symantec, Time Warner, Inc., Verizon Wireless, and Yahoo! Inc., as well as other leading cybersafety organizations.
Kimberly Bassett, Executive Director, The Wireless Foundation said of the new partnership: "The Wireless Foundation has been a part of the Ad Council's Internet Safety Coalition from the beginning because we believe that teaching kids how to use technology safely is everyone's responsibility. The ISC offers a collaborative, research-based approach to internet safety that can be adopted by everyone, from national organizations to community-based groups like schools and churches."
Based on quantitative research and feedback from teens, the Ad Council, The Wireless Foundation and the Internet Safety Coalition members worked with Merkley + Partners to develop a program entitled “Beware What You Share,” which communicates to teens that posting information online isn't private, and if they wouldn't broadcast it in real life, then it's not smart to share it online or digitally, where it can be passed on, and will remain forever.
Creative materials, developed by GrapeVine Productions, have been tested with teens and feature the tagline, “If you wouldn’t wear it, don’t share it.” Materials include online videos, Web banners, logo visuals, brochure templates and social media messaging.
“We know that targeted and consistent communications programs have the power to change attitudes and behaviors regarding a multitude of social issues,” said Peggy Conlon, President & CEO of The Advertising Council. “By providing a range of organizations with research-based messages, this effort will encourage teens to be smart about what they post, which will ultimately help keep our children safer.”
Members will incorporate these messages into their marketing and communications efforts, such as online content and campaigns, advertising, social media channels, consumer promotions, grassroots programs, collateral materials and at conferences. Several other members have stepped up and made early commitments to integrate the creative materials into their communications platforms as well.
The Internet Safety Coalition is funded by AT&T, Google, Interactive Advertising Bureau, Microsoft, Symantec and the Wireless Foundation. The Coalition’s effectiveness will be measured by a tracking study and online audit conducted by the Ad Council. For more information about the coalition, visit www.internetsafetypartners.org.
The Wireless Foundation
Founded by the members of CTIA–The Wireless Association in 1991, The Wireless Foundation offers programs that harness the power of wireless technology to benefit American communities. The Foundation’s mission includes making parents aware of the tools available from their wireless carriers that can help keep their children’s mobile experience safe, as well as helping kids understand the importance of responsible wireless use. For more information,
Please visit www.wirelessfoundation.org
The Advertising Council
The Ad Council is a non-profit organization with a rich history of marshalling volunteer talent from the advertising and media industries to deliver critical messages to the American public. Having produced literally thousands of PSA campaigns addressing the most pressing social issues of the day, the Ad Council has effected, and continues to effect, tremendous positive change by raising awareness, inspiring action and saving lives. To learn more about the Ad Council and its campaigns, visit www.adcouncil.org.