MTV launches “a thin line” to empower youth to stop spread of digital abuse
Cyberbullying, sexting, textual harassment ... all forms of ‘digital
abuse’: a definition used by MTV for their new youth education campaign.
eModeration is really excited to be working on this project with our client MTV , who last week unveiled “A THIN LINE,” a new
multi-year initiative to empower America’s youth to identify, respond to and
stop the spread of digital abuse. According to a new study released by MTV and The Associated Press, exploring the full scope of digital abuse, 50 percent of 14 – 24 year olds have been the target of some form of digital abuse, and 30 percent have sent or received nude photos of other young people on their cell phones or online. 51% say they have thought about the idea that things they post online could come back to hurt them; and only 25% have given at least some thought to the idea that what they post could get them in trouble with the police and 28% in trouble at school. Full survey findings are available at research.ATHINLINE.org.
MTV’s “A THIN LINE” will address digital abuse issues through a series of on-air, online and real world initiatives including integration in MTV’s top-rated programming, an MTV News special focused on Sexting, True Life: I have Digital Drama, thought-provoking PSAs, innovative online and mobile tools and the “Redraw the Line Challenge” -- which calls on young people to submit innovative digital antidotes to digital abuse. Today, MTV also launched www.ATHINLINE.org where young people can access information, resources and support on issues related to digital abuse. From the website’s research page:
“The campaign is built on the understanding that there's a "thin line" between what may begin as a harmless joke and something that could end up having a serious impact on you or someone else. We know no generation has ever had to deal with this, so we want to partner with you to help figure it out. On-air, online and on your cell, we hope to spark a conversation and deliver information that helps you draw your own digital line.”
The microsite features facts, links, videos, a quiz, and UGC (which we’ll
be moderating) with forums and the Redraw the Line Challenge, a contest that asks young people to
come up with a digital antidote to digital abuse — from new mobile or Web-based
services to social games or viral content. The winning individual or team will
receive a $10,000 prize and a chance to work with MTV to see their idea come to
life. Entries are due by February 19, 2010.
MTV’s partners on “A THIN LINE” include a coalition of the foremost authorities on all facets of digital abuse, including Facebook, MySpace, The Family Violence Prevention Fund, WiredSafety, Anti-Defamation League, Blue Shield of California Foundation, loveisrespect.org, The National Teen Dating Abuse Helpline, National Network to End Domestic Violence, The Liz Claiborne Inc., DoSomething.org, Break the Cycle, Ruder Finn, Teenangels and PBS’ FRONTLINE. “A THIN LINE” kicked off on December 3rd in tandem with Liz Claiborne Inc.’s It’s Time To Talk Day, an annual day dedicated to ensuring that Americans speak-up and raise national attention around domestic violence including teen dating violence and intimate partner abuse.
MTV’s partners on “A THIN LINE” include a coalition of the foremost authorities on all facets of digital abuse, including Facebook, MySpace, The Family Violence Prevention Fund, WiredSafety, Anti-Defamation League, Blue Shield of California Foundation, loveisrespect.org, The National Teen Dating Abuse Helpline, National Network to End Domestic Violence, The Liz Claiborne Inc., DoSomething.org, Break the Cycle, Ruder Finn, Teenangels and PBS’ FRONTLINE. “A THIN LINE” kicked off on December 3rd in tandem with Liz Claiborne Inc.’s It’s Time To Talk Day, an annual day dedicated to ensuring that Americans speak-up and raise national attention around domestic violence including teen dating violence and intimate partner abuse.
"The safety of our users is paramount to us, and only by working together can we seek to educate young people about the dangers of digital abuse and cyberbullying,” said Tim Sparapani, Director of Public Policy at Facebook. “We applaud and support MTV for all of the work it has done to launch ‘A Thin Line,’ and are pleased to be a part of this important initiative which both empowers and educates.”For more information on MTV’s “A THIN LINE” campaign, or details on how to get involved, please visit AThinLine.org or head to the campaign’s Facebook, MySpace or Twitter pages.