Teen Dating Violence with CoolNotCool and the Ad Council

Agency: Archrival | Client: The Ad Council and Futures Without Violence.

One in four teens in a relationship report that they have been called names, harassed or put down by their partner through calls and texts. Not cool.

Archrival partnered with the Ad Council and Futures without Violence to launch a mobile campaign as part of their “That’s Not Cool” public service effort. With a focus on reaching teens, we created an interactive game that helps teens identify inappropriate relationship interactions.

CoolNotCool outlines various dating scenarios and asks teens to decide what they think is “cool” or “not cool” by swiping right or left. Each quiz card scenario encourages teens to “draw their own digital line” about what is, or is not, acceptable relationship behavior. Themes found throughout the scenarios include privacy, texting, pressure and harassment — all the things teens and tweens experience in a new social dating landscape.

Custom illustrations told distinct storylines within the quiz cards.

Teens are able to swipe right if the behavior, in their eyes, is “cool” or left if “uncool.” Immediately following a percentage is displayed based on the number of peers who swiped the same way along with healthy relationship advice and links to get help if teens find themselves in an abusive situation.

The interface leveraged well established gestures and interface controls inspired by the dating landscape.

We partnered with Kik, the popular chat network with over 200 million users, to put the campaign right in the heart of where teens talk. The effort gained further momentum with custom content and messaging made for Facebook, Instagram, Twitter, Google+, and Tumblr.

The CoolNotCool program drove high engagement of content across several digital platforms ideal for reaching the campaign target.

The program received strong press coverage from online outlets, including an exclusive with The Daily Dot and additional coverage on AOL, Tubefilter, MTV News, and more. The multimedia news release garnered an additional 74.5 million impressions.

Through a number of partnerships, the platform became the keystone of a robust digital campaign.

Meghan Rienks’ Creators for Good video received over 790K views, 33K likes, and 1K comments on Meghan’s channel. Facebook ads led to an additional 800K video views. Nearly 180K chatters were secured on a Kik Messenger platform resulting in over 1 million messages sent by users.

And the world is a better place for it.

Case study appropriated from Archrival.com

Agency: Archrival

Client: The Ad Council and Futures Without Violence.

Campaign: Thats Not Cool

Assets: Interactive educational web app, Digital and social assets, custom Kik sticker pack.

Role: Creative direction; interface design direction. Design with Will Buller