'That's Not Cool' Wins Youth Award

'That's Not Cool' Wins Youth Award

That’s Not Cool, a Futures Without Violence public education campaign, has been recognized as a
Y-Pulse GennY Award Finalist. The GennY Award honors initiatives that use new and innovative techniques to connect with teens, tweens, and college students.

The GennY Award recognizes the best practices of those who have applied new and innovative techniques to connecting and communicating with youth. All competitors were evaluated on their creativity, innovation, results, and their authenticity in speaking to youth on their own terms, among other criteria.

The That’s Not Cool campaign was developed in partnership with the Department of Justice’s Office on Violence Against Women and the Advertising Council. That’s Not Cool uses digital examples of controlling and abusive behavior online and by cell phone to speak to teenagers ages 13-15 about digital dating abuse. New digital technologies have created a landscape in which personal boundaries and ways to promote safety are sometimes far from clear. Digital abuse is growing and can include unwanted, repeated calls or text messages, privacy violations such as breaking into email or social networking accounts, and pressure to send nude or private pictures or videos. That’s Not Cool helps teens decide for themselves what’s okay, or not okay, in their relationships.

MTV bested Futures Without Violence for the first place title with their “A Thin Line” campaign, which also targets digital abuse. “We’re thrilled to be getting so much recognition for That’s Not Cool,” says Esta Soler, President of Futures Without Violence. “And we’re just as thrilled that powerful brands such as MTV stand beside us in reaching youth in their very important work.”

Y-Pulse (Youth Pulse) is a leading authority on youth. Studying the opinions and behavior of tweens, teens, collegians and young adults, they provide news, commentary, events, research and strategy for marketing, brand and media professionals.

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