The Advertising Council, in partnership with the National Crime Prevention Council, U.S. Department of Justice, and Crime Prevention Coalition of America, joined today to announce the launch of a new public service advertising PSA campaign designed to educate tweens and teens about how they can play a role in ending cyberbullying.
We are delighted to be joining the National Crime Prevention Council to launch this new campaign to help teenagers combat cyberbullying, said Peggy Conlon, president and CEO of The Advertising Council. This is a serious issue in our communities and we believe these PSAs will inspire young Americans to stop cyberbullying.
Bullying is a widespread problem for our nations youth, and with the rapid rise in electronic communications, cyberbullying using the Internet or mobile devices to send or post harmful or cruel text or images has become a serious issue. According to the National Crime Prevention Council, 43 percent of teens 13 to 17 years old say they have experienced cyberbullying in the past year. Furthermore, studies show that teen girls are the biggest perpetrators. The study also found that nine in ten teens who had experienced cyberbullying 92 percent reported that they knew the person who was bullying them. Additionally, teens are twice as likely to talk to a friend about the incident rather than their parents or another adult.
Created by volunteer ad agency Saatchi & Saatchi, the multimedia campaign includes viral videos directed by Joe Pytka as well as radio and web advertising. A few of the radio and online banner PSAs feature an appearance by McGruff the Crime Dog an icon tweens welcome as a reassuring presence in the advertising telling them to delete damaging emails or text messages and not to forward them.
Our work is based upon a simple insight If you wouldnt do it in person, why do it online? said Matthew Atkatz, Executive Creative Director, Interactive & Media Convergence at Saatchi & Saatchi. He added We chose to focus on the web rather than TV to speak with tweens and teens in the medium where cyberbullying takes place we hope kids will watch these hard-hitting vignettes and share them to spread the message.
The PSAs direct audiences to the website www.ncpc**** to learn more about cyberbullying. The website also includes a special downloadable document for parents.
NCPC has been a leader in bullying prevention education since the late 1990s, so it is fitting that we expand our efforts to address cyberbullying, said NCPC president and CEO Alfonso Lenhardt. Online bullying can have the same debilitating effects on a young person as face to face bullying depression, a drop in grades, loss of self esteem, suicide, and other violent acts. We simply must do something to stop this devastating problem.
Per the Ad Councils model, the ads will air in time that is donated by the media. PSA messages from the McGruff Take A Bite Out Of Crime public service advertising campaign have been the beneficiary of more than $1 billion in donated media advertising since the campaigns inception.
The Ad Council partners with the U.S. Department of Justice and National Center for Missing & Exploited Children to Prevent Online Sexual Exploitation
New PSA Campaign Educates Teenage Girls About Potential Dangers of Sharing and Posting Personal Information Online
The Ad Council together with The U.S. Department of Justice and National Center for Missing & Exploited Children NCMEC today announced a new phase of their Online Sexual Exploitation public service advertising PSA campaign designed to educate teenage girls about the potential dangers of posting and sharing personal information online.
Popular social networking sites such as MySpace, Facebook, and Sconex make it easier for teens to post and share personal information, pictures and videos, which may make them more vulnerable to online predators. Teenage girls are particularly at risk of online sexual exploitation a recent study by University of New Hampshire researchers for NCMEC found that of the approximately one in seven youth who received a sexual solicitation or approach over the Internet, 70 percent were girls.
The Internet is one of the greatest technological advances of our time, but it also makes it alarmingly easy for sexual predators to find and contact children, stated Attorney General Gonzales. As Attorney General and as a father, I am committed to protecting our children from pedophiles who troll the Internet for kids. The Think Before You Post campaign sends a strong reminder to children and their parents to be cautious when posting personal information online because anything you post, anyone can see: family, friends and even not so friendly people.
Another study conducted by Cox Communications shows that 61 percent of 13 to 17 year olds have a personal profile on sites such as MySpace, Friendster, or Xanga. In addition, the study found that half of these have posted pictures of themselves online and that one out of five teens reported that it is safe i.e. somewhat or very safe to share personal information on a public blog or networking site. Thirty seven percent of 13 to 17 year olds said theyre not very concerned or not at all concerned about someone using personal information theyve posted online in ways they havent approved.
We are very pleased to join with the U.S. Department of Justice and the Ad Council on the third year of our campaign entitled Think Before You Post, said Ernie Allen, president and CEO of NCMEC. This PSA campaign is targeted to reach teenage girls and deliver the vital message of not posting identity revealing information or photos of themselves online that could put them at risk for abduction or exploitation.
In another study conducted by the University of New Hampshires Crimes Against Children Research Center for NCMEC, of youth ages 10 to 17 who use the Internet regularly, 34 percent had posted their real names, telephone numbers or home address, and 45 percent had posted their real ages.
The PSA campaign, created pro bono by Merkley & Partners, includes TV, radio, magazine and Web advertising. The ads encourage girls to "think before you post" personal information that would leave them vulnerable to online predators. The PSAs seek to educate teens that the Internet is not a private place, rather its a public place and social networking profiles and blogs potentially release information that can be easily found by anyone, including ill intentioned people. All of the PSAs direct audiences to www.cybertipline**** to get tips to help prevent online sexual exploitation or to report an incident.
Previous work created for the campaign has focused on increasing awareness of parents and guardians about the prevalence of online sexual exploitation and on preventing girls from forming inappropriate online relationships with adult men in an effort to reduce their risk of sexual exploitation and abduction.
The new PSAs will be distributed to television and radio stations nationwide this week and can be viewed on the Ad Councils Web site at www.adcouncil****.
The popularity, easy accessibility and social acceptance of the Internet, particularly social networking sites, among teenagers can put them in a dangerous situation, said Peggy Conlon, President and CEO of the Ad Council. Its our hope that this campaign will educate teenage girls and their parents about the potential dangers of offering personal information on the Internet.
We are very pleased with our continuous partnership with the Ad Council, the National Center for Missing & Exploited Children and the U.S. Department of Justice, said Andy Hirsch, Executive Creative Director/Partner at Merkley & Partners. Online sexual exploitation is front page news and we're happy that we can continue to lend our services to help educate teens and their families about this potential danger.
Since launching in 2004, the Online Sexual Exploitation campaign has garnered over $150 million in donated media support and NCMEC has seen an increase in reports of online enticement of children for sexual acts. Tracking studies conducted by the Ad Council found that parents and guardians who saw the PSAs were significantly more likely than those who had not to have talked to their children within that past week about chatting online with people who they hadnt met in person 44 percent vs. 35 percent.
The U.S. Department of Justices Project Safe Childhood initiative is a joint effort of federal, state and local law enforcement, along with community leaders, designed to protect children from online exploitation and abuse. Led by the U.S. Attorneys Offices, Project Safe Childhood marshals federal, state and local resources to better locate, apprehend and prosecute individuals who exploit children via the Internet, as well as identify and rescue victims. For more information about Project Safe Childhood, please visit www.projectsafechildhood.gov.
The National Center for Missing & Exploited Children is a 501c3 nonprofit organization that works in cooperation with the U.S. Department of Justices Office of Juvenile Justice and Delinquency Prevention. NCMECs congressionally mandated CyberTipline, a reporting mechanism for child sexual exploitation, has handled more than 419,400 leads. Since its establishment in 1984, NCMEC has assisted law enforcement with more than 125,200 missing child cases, resulting in the recovery of more than 107,600 children. For more information about NCMEC, call its toll free, 24 hour hotline at 1-800-THE-LOST or visit its web site at www.missingkids****.
The Ad Council is a private, non profit organization with a rich history of marshalling volunteer talent from the advertising and media industries to deliver critical messages to the American public. Having produced literally thousands of PSA campaigns addressing the most pressing social issues of the day, the Ad Council has effected, and continues to effect, tremendous positive change by raising awareness, inspiring action and saving lives. To learn more about the Ad Council and its campaigns, visit www.adcouncil****.