Through in-depth interviews, some with teens who had witnessed
or experienced abusive behaviors, Beetrix helped TAC understand
teenagers' motivations and concerns. One key finding was that
while teens did recognize actual abuse, they didn't know what
to do in the uncomfortable gray area of potentially abusive behavior.
With these insights, TAC was able to craft meaningful communications
and creative strategies.
interview techniques not only uncovered the teens' thoughts and
feelings about the situation, they gave them substantive dimension
- supplying words and imagery that the ad agency could use to
create powerful messaging.
returned to test which of the agency's interpretations resonated
most with teen audiences. For greatest authenticity, Beetrix conducted
testing among small groups of friends, to simulate the social
environment in which teens will be viewing and processing the
ads. The selected campaign (see images above) uses real-life
scenarios and language to illustrate the difference between appropriate
and unacceptable behaviors, validate the impulse to speak up,
and steer teens toward supportive resources.
Piloted in Massachusetts in October 2003, the broadcast and print
ad campaign, along with a web
site and teen mentoring program, was launched nationally in 2004.