That's Not Cool
To educate teens on how to identify digital abuse and to ultimately drive traffic to the thatsnotcool.com website.
GTM utilized an integrated non-traditional approach of in-market and online marketing elements to engage a teen target on the issue of digital abuse. For 6 weeks, GTM conducted guerrilla media stunts to provoke new thoughts and initiate conversations about digital violence. The stunts were conducted in New York and Los Angeles. GTM hired 11 trained actors to perform skits on the key issues of digital abuse—controlling, pressuring, and privacy. These skits engaged nearly 100,000 teens sharing knowledge and understanding of digital violence. Each of the 170 skits performed were documented and seeded online to sustain the program throughout the rest of the summer into fall.
In addition, GTM tapped into the power of its team of INTERACTivists™ in these markets who networked with teens on-site and spread the that's not cool message through videos and comments within their social networks.