Lg electronics mobilecomm usa

For teens, texting is like talking; it’s intertwined with the way they communicate and socialize. LG’s research revealed that what adults and the media think of as “mobile bullying” is a behavior so ingrained in everyday teenage life that it is seen as a normal and expected part of communicating. But mobile textual harassment is in truth an enormous problem affecting millions of tweens and teens. Forty-one% admit they have sent, received or forwarded a text with rumors about someone that were untrue. Four million say they’ve received a threatening text, while more than 10 million teens also report having sent a “SEXT” message. Five million confess they have been pressured by a boyfriend or girlfriend to send a text with a naked photo. And an alarming 60% of kids who say they have been bullied electronically have never told their parents about the incident.

An opportunity to deliver the LG brand promise by shifting teens’ attitudes

Cell phone misuse is expected to escalate as more kids get phones with web access and data plans become more affordable. While today the issue has garnered a lot of media attention, at the time of this effort no cell phone carrier, manufacturer or other commercial voice in the U.S. had become an advocate against the behavior.

At the heart of the LG brand essence “Life’s Good” is an overt commitment to make a positive impact on the world. Encouraging teens to text responsibly was an ideal opportunity to continue delivering this promise, and most important, the right thing for LG to do as a technology leader. Although LG had a noble goal to help reduce mobile bullying, the advertising agency realized that it could never expect to stop the behavior, given its prevalence among youth. But, an effective campaign could change kids’ attitudes about the seriousness and importance of the issue. The campaign’s objective became to raise consciousness about a behavior that was unconscious.

The Adverising Agency—team agreed that if the campaign successfully changed attitudes, attitudes, it would have a positive impact on LG’s business.