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As a leading manufacturer of texting devices LG tackles the problem of mobile harassment among teenagers and young adults. While a massive amount of text messages are sent every second by teens all over the world, it’s a fact that it’s hard for some of them to take a moment considering the side effects by sending a seemingly harmful text. LG shows responsibility and has found a great way to reach out to the young target group.
Before you text – Stop and think, give it a ponder. This is the message LG wants to give young people with their campaign Give It A Ponder. They have created a microsite where a talking beard with the wise voice of James Lipton (Inside the Actors Studio) guides you among the different social media platforms where the campaign is present.
LG usees another way of saying ‘Think before you act’ by showing humoristic but still realistic scenarios young people can put themselves in by mobile phone misuse. 4 videos are released on YouTube with more than 600,000 total views – all featured a beardless James Lipton who encourage teens to pause and ‘ponder’ when consider sending an inappropriate text or photo.
The guiding beard also takes you along to Facebook where LG show great interaction with their fans. They share links to external pages and websites and reply with humour and personality.
At Twitter you can find ponder tweets as the one bellow:
Forwarding mean texts could give you bad mojo, and there’s no cure for bad mojo.
Scientists need to get on that.
The campaign is a good example on how to reach a young target group and create a cause against a problem like mobile harassment. The microsite guide takes people along all the different platforms and makes it easy and fun to follow. LG interact and place themselves on a level that teens easily can relate to. Not only because of the use of social media. In my opinion LG are doing a successful work in putting a great respect in a talking beard and its hard not to listening to its wise words…
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