PR Play of the Week: Site looks at self-mutilation issue

Just because a Web site hasn’t gone live doesn’t mean that it can’t start revving up the PR engine. VOXXY, an online entertainment and information network for adolescent girls set to launch in the fall, obviously learned this lesson some time ago - and earned a PR Play of the Week nod in the process.

Just because a Web site hasn’t gone live doesn’t mean that it can’t start revving up the PR engine. VOXXY, an online entertainment and information network for adolescent girls set to launch in the fall, obviously learned this lesson some time ago - and earned a PR Play of the Week nod in the process.

Just because a Web site hasn’t gone live doesn’t mean that it can’t

start revving up the PR engine. VOXXY, an online entertainment and

information network for adolescent girls set to launch in the fall,

obviously learned this lesson some time ago - and earned a PR Play of

the Week nod in the process.



Vying for eyeballs with dozens of on- and offline competitors, VOXXY

rode the coattails of Secret Cutting, a USA Network movie about

self-mutilation which aired last Tuesday. Going against the movie’s

sensationalistic bent, VOXXY put up a satellite Web site and

masterminded same-night live chats with celebrities (Garbage lead

vocalist Shirley Manson and Prozac Nation author Elizabeth Wurtzel) who

candidly discussed their struggles with self-mutilation.



To be fair, the ’Voxxypresents’ Webcast was not all about promotion.



The event featured talks by actual experts on cutting, while the site

included links to assistance and information resources.



’We knew that USA was airing a movie about cutting, but it was a small

glimpse,’ explained VOXXY co-founder and Girl Power author Hillary

Carlip.



’We wanted to provide a service by giving girls a chance to speak out,

ask questions and find out where to get help.’



Jocelyn Weiss of LaForce & Stevens, VOXXY’s PR agency of record,

stressed that the event wasn’t simply about generating media coverage:

’It was more of a grass-roots effort, utilizing thousands of teens to

get the word out.’



Nevertheless, the Webcast garnered several mentions: The New York Post,

US Weekly and USA Today.





Nominations for PR Play of the Week should be sent to news@prweekus.com.



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