The Web site for the “Be Smart. Be Fair. Be Safe: Responsible Wireless Use” campaign provides users with educational information ranging from a sample list of family rules to a glossary of mobile terms.
“We know that the market for young people using our devices is growing every single day and we want to make sure that they have what they need,” said Dane Snowden, VP of external and state affairs for CTIA. “There are all kinds of ways of being a responsible wireless consumer.”
The trade association worked with families and educators to create the Web site, which includes a lesson plan for teachers. Schnake Turnbo Frank PR, a firm based in Tulsa, OK, provided creative support for the Web site.
“We worked with kids, parents, and educators to develop the content, including the educational plan, the lessons plans we offer for sixth through 12th grade educators,” said Amy Storey, director of external communications for CTIA.
Also included on the site is information about industry initiatives, such as AT&T's texting and driving safety effort; recent studies about mobile usage, and a toolkit for parents.
The in-house communications team, which is handling the campaign, is reaching out to trade press and is also planning a long-term media strategy to target outlets read by parents and caregivers, teens, and educators, said Storey. She declined to provide additional information.
Snowden said the campaign builds on the Wireless Child Safety Task Force that CTIA created with the National Center for Missing & Exploited Children in 2008 to address child pornography on wireless networks.
“We're augmenting what we're doing there with this [campaign],” he said. “And we're doing it to continue to grow and do more to be part of the solution.