Ad Council Campaign To Prevent Teen Dating Violence.

The Advertising Council, in partnership with the Teen Action Campaign and the Family Violence Prevention Fund, announced today the launch of a national public service advertising (PSA) campaign designed to encourage teens take a stand when they suspect friends are in abusive relationships. Created pro bono by ad agency Hill, Holliday, the new campaign includes television, radio, magazine, in-theater and online advertising.

According to the Teen Action Campaign, one in five female high school students report having been physically and/or sexually abused by a boyfriend. In addition, 40% of girls ages 14 to 17 report knowing someone their age that has been hit or beaten by a boyfriend. While most teens are clear about the black and white issues of relationship abuse, many are less clear about the gray areas of behavior that indicate warning signs, such as harassment or emotional abuse. Though most teens say they would get involved if they saw obvious physical or sexual abuse, they are less comfortable intervening when the abuse is less overt. Their instinct tells them it is wrong, but they do not have the tools or resources they need to intervene.

The new campaign targets teens between the ages of 13 and 18 and is designed to encourage and empower them to recognize and reject unhealthy, potentially abusive relationships in their own lives and the lives of their peers. Ultimately, the objective of the PSAs is to interrupt the cycle of violence and prevent future incidents of domestic and/or sexual violence in this generation. The campaign, entitled Teen Dating Violence, provides teens with the tools and resources necessary to “see it and stop it.”

“The number of teens in this country that are in abusive and unhealthy relationships is startling. Teens need to recognize warning signs of abuse that can be just as destructive as physical violence so they can get involved before it is too late,” said Peggy Conlon, President & CEO of The Advertising Council. “We are proud to partner with the Teen Action Campaign and our long-time partner, the Family Violence Prevention Fund, to develop this important campaign. Hill Holliday has created dramatic, realistic advertising which I am confident will help empower and protect teens throughout the country.”

“Any serious attempt to decrease the incidence of domestic and sexual violence really has to include prevention,” said Marjorie Clapprood, Executive Director of TAC. “Prevention means getting to kids before they form serious intimate relationships, and challenging unhealthy behaviors and attitudes before they become entrenched. That’s what seeitandstopit is all about.”

The radio and print ads similarly depict controlling teens in relationships that may not have escalated to physical abuse, but reveal real-life warning signs that can lead to more serious consequences.

Clapprood stressed that seeitandstopit was highly unique because “it’s been written in the words of teens themselves, who had veto power over the advertising agency’s creation of the tv & radio spots, as well as the website and collateral material…they’re truly amazing kids and we think their message will resonate with their peers across the country.”

The Teen Action Campaign is an excellent resource for teens as they navigate the complex and emotional issues related to dating and relationship violence,” said Family Violence Prevention Fund President, Esta Soler. “We look forward to a day when we no longer need these campaigns because we’ve managed to stop the violence before it starts. But until then, we’re committed to partnering on campaigns that reach teens with the message of prevention.”

The PSAs conclude with the tagline, “Just because it isn’t Physical, Doesn’t Mean it’s not Abuse” and direct teens to visit www.seeitandstopit.org to get the tools and resources they need to speak up against, and ultimately end, relationship abuse. To view the PSAs, please visit http://www.adcouncil.org/dating_abuse_prevention.

“Today’s kids are very media savvy, and they are very good at filtering out information that doesn’t ring true,” said Jonathan Plazonja, Senior Vice President and Group Creative Director at Hill, Holliday. “For the Teen Action Campaign, we wanted to deliver an impactful message that hits home, but in a way that’s not preachy.”

Per the Ad Council model, the PSAs will be distributed to 28,000 media outlets nationwide and will run and air in advertising time and space that is donated by the media. In addition, educational materials have also been developed and will be distributed to schools throughout the country.