The “That's not Cool” campaign, in partnership with The Advertising Council and the Office on Violence Against Women, kicked off in January with a national advertising and PR effort.
The campaign, then, focused on “broader reach and building general awareness,” said Brian O'Connor, director of public communications for the Family Violence Prevention Fund. “But, what we really wanted to do, too, is motivate and organize kids on the ground, to actually take the campaign on in communities across the country.”
The campaign launched its grassroots and organizing components in July.
The purpose of the campaign is to raise awareness about digital dating abuse among teens, age 13 to 15 years old. Digital dating abuse can occur through platforms like cell phones, e-mail, and social networks, he said.
O'Connor said the Family Violence Prevention Fund is asking teen videographers, many of whom already have a following on YouTube, to create videos in support of the campaign.
Through its work with The Aditive, the San Francisco-based nonprofit sponsored the Vans Warped Tour and is attending tour events to talk to teens about digital dating abuse with media outreach focusing on news outlets in tour markets.
Videos, photos, and blogs from the events will be added to the campaign Web site, as well as to Facebook, MySpace, Twitter, and Flickr.