Vodafone has retained agency Threepipe to handle PR for the ‘Cut it out’ campaign, to be launched in Bliss magazine and national newspapers this week.
Initial editorial will encourage 13- to 17-year-olds to submit ideas for a short film competition.
Teenagers will then vote on a website for three winners who will go to London to make their films.
Threepipe is currently setting up regional radio interviews with X-Factor winner Shane Ward, who is fronting the campaign. Account manager Peter McAllister said the agency will soon target regional press with information about the shortlisted entrants in the film competition. There will be a national media push in January, when the winning films will be broadcast in Vue cinemas.
Cut it Out was triggered by reports that bullying by mobile phone is increasing.