Q&A With MTV's A Thin Line — A GennY Award Winner A Year Later

A Thin LineToday we’re checking in with A Thin Line, MTV’s campaign against digital abuse and winner of Ypulse’s 2011 GennY Award, which recognizes best practices and new techniques in youth marketing campaigns. A Thin Line hasn’t stopped innovating in its mission to reach Millennials, taking it’s campaign international, creating a movie based on the knowledge it’s gained, balancing the inclusion of youth and celebrity voices, and, just today, announcing an exciting partnership with Rovio’s Angry Birds Space! Jason Rzepka, MTV’s VP of Public Affairs, fills us in on what the program has been up to since winning the award…

Have you put a new twist on traditional advertising, gone grassroots or guerilla, sparked social interest with Pinterest, or made the most of mobile marketing? We want to hear about how your company or brand has developed a unique program to target youth and Millennials for our 2012 GennY Award case study competition. This year’s grand prize winner, announced at the Millennial Mega Mashup, will join the stellar ranks of past recipients, including MTV’s A Thin Line. Submit your application by March 31, or click here for more details on the GennY Award.

Q&A With MTV’s A Thin Line — A GennY Award Winner A Year Later

Ypulse: MTV’s A Thin Line campaign won the GennY Award in June of last year. Since then we see that you’ve gone international, allowing visitors from outside the U.S. to post their stories about how they’ve been affected by bullying. What prompted that? Are bullying and digital abuse the same all over the world, or are there differences?

Jason Rzepka: We recently created several new ways for young people around the world to engage with the campaign, from joining in the conversation on which digital behaviors “cross the line,” to posting examples of how they’re…

 
 
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Millennial News Feed

Quote of the Day: “If I played the lottery tomorrow and won $100,000,000 I would save most of it, donate some of it. And I'd buy my dad a boat, because I promised I'd buy him one if I was ever a millionaire.” –Female, 15, WA

This week, celebrity Photoshopping was debated online when fans criticized Beyoncé for posting an Instagram picture that looked altered to make her look slimmer. The star (and others) have been accused of using Photoshop or other image-fixing apps on social media photos before, a practice that many feel contributes to young female fans’ body issues, and does not align with the imperfection embracing and authenticity that so many young consumers expect. (BuzzFeed)

The Cartoon Network has launched an anti-bullying campaign called “I Speak Up” to encourage kids who have been bullied to reach out to trusted adults. Viewers are being encouraged to submit videos (with the permission of their parent or guardian) to share the anti-bullying message, and some of those videos will be featured in the campaign online and on TV. Visitors to the Speak Up website can also take a pledge to stop bullying, and earn special badges while playing Cartoon Network games. (PR Newser)

Young consumers are screen multitaskers, and second screen use while watching TV is a norm—but it’s not always clear to brands how they should engage in that behavior, and just throwing a hashtag on the screen isn’t going to cut it. Now Twitter says that studios and networks that live-tweet their popular programming (post and respond to viewers while the show is happening) can “dramatically boost followers and Twitter mentions” and even bump up TV ratings. (Recode)

YouTube is coming to the big screen. The digital comedy duo who create SMOSH, a channel with 30 million subscribers, has created a movie that will be distributed by Lionsgate. The movie is being described as a “Bill & Ted’s Excellent Adventurefor 2014” and will star a slew of other YouTube stars. The news is another example of traditional media embracing YouTube to entice young consumers, and the mainstreaming of the site’s stars. (Fast Company)

New research has found that across all grade levels and subjects, girls get better grades than male students—around the globe. The results have caused some to wonder if schools are “set up to favor the way girls learn and trip up boys.” Male students might be less able to self-discipline themselves, a key ingredient to doing well in classes, which means that the way education is structured plays into their weaknesses. (The Atlantic

Have some lingering questions about Millennials that you need answered for an upcoming meeting? That’s what Ypulse is here for. Silver and Gold subscribers have access to Ypulse's trend and Millennial experts for quick, personalized feedback on any topic. After each insights article, subscribers can submit questions and requests directly to our experts and receive instant responses. (Ypulse)

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