Pressure for nude pictures, violating online accounts, and controlling IM-ing or texting. Teen dating has moved into the digital world, and abuse has followed.

The challenge was the target. Teens are cynical, they’ve seen hundreds of ads and PSA websites. It’s difficult to capture their attention and earn their trust. Teens wouldn't listen to adults talking about such a sensitive issue. So instead, our campaign aimed to start conversations among teens and give them tools to decide where to draw their digital line. The spot drives teens to thatsnotcool.com which continues the dialogue with an open, youthful attitude toward problem-solving.