'Tabloid Teens' Most Likely to Engage in Behavior; LG Unveils Campaign that Encourages Teens to 'Ponder' Before Texting.
SAN DIEGO -- LG Electronics MobileComm U.S.A., Inc. (LG Mobile Phones) has launched a multi-faceted campaign for tweens and teens that raises awareness about mobile phone misuse. The campaign, "Give It A Ponder(TM)," was born out of extensive, proprietary research LG conducted among tweens and teens. Give It A Ponder is one of the first programs the company has created as part of a comprehensive, long-term initiative that addresses risky mobile behavior. Earlier this year, the company launched LG DTXTR, an online tool that allows parents to decode cryptic and possibly harmful text messages their kids may be using. In 2010, LG will unveil additional program elements.
Through its research, LG discovered important insights about tween and teen mobile phone behavior, including one that LG has dubbed the "tabloid teen." While the unfortunate reality is that most teens interviewed consider certain behaviors such as forwarding text-based gossip and sexually explicit or compromising images of classmates a normal part of teen life, LG discovered that "tabloid teens," those who belong to an accepted social circle or clique, and use gossip as a form of social currency, are the ones most likely to engage in, and be the target of this type of behavior. This was a contradiction to the more common belief that bullies seek out the weaker outcast victim.
With teens across the country sending more than 20,000 texts per second, LG learned that in the heat of the moment, it is hard for most teens to take a moment to discern behavior that is amusing or entertaining versus that which has harmful side effects. In other words, most teens who forward sexually explicit photos or harmful gossip about classmates do so without thinking about the consequences. Based on this discovery, LG has focused its outreach efforts on bystanders, those teens who are reactionary or passive participants but enable negative behaviors that have far-reaching effects such as forwarding an image or spreading a rumor.
"As the leading manufacturer of texting devices, LG is committed to creating a credible and impactful program that promotes responsible mobile phone use among young adults," said Ehtisham Rabbani, vice president of product strategy and marketing at LG Mobile Phones. "LG research shows that 1 in 5 teens have received a naked picture via text. That same proportion is unaware that state laws are emerging that classify this as a form of child pornography. Our campaign urges teens to pause and 'ponder' before playing a role in this behavior. Our goal is to build awareness and change the mindset around these seemingly harmless activities."
Give It A Ponder Campaign
After interviewing teens across the country, LG learned that a heavy-handed approach to addressing the issue would not be deemed credible or effective in changing behavior. The LG "Give It A Ponder" multi-media campaign portrays real scenarios discovered in LG's research and uses levity to encourage teens to 'ponder' before texting and consider the real consequences of their actions. At the heart of the campaign is the iconic symbol of the Ponder Beard. The use of the Ponder Beard in the campaign is a humorous twist on the familiar gesture of stroking your chin when deep in thought. The idea of "pondering before you text" comes to life via tween and teen-targeted webisodes, cinema spots, digital out-of-home billboards, and social media applications. The webisodes feature a beardless James Lipton (Inside the Actors Studio) who encourages teens to Give It A Ponder while caught up in the excitement of certain situations such as sexting, or texting a hurtful rumor. For more information about the campaign, visit www.giveitaponder.com.
About LG Electronics, Inc.
LG Electronics, Inc. (KSE: 066570.KS) is a global leader and technology innovator in consumer electronics, mobile communications and home appliances, employing more than 84,000 people working in 115 operations including 84 subsidiaries around the world. With 2008 global sales of USD44.7 billion, LG is comprised of five business units -- Home Entertainment, Mobile Communications, Home Appliance, Air Conditioning and Business Solutions. LG is the world's leading producer of flat panel TVs, audio and video products, mobile handsets, air conditioners and washing machines. LG has signed a long-term agreement to become both a Global Partner and a Technology Partner of Formula One(TM). As part of this top-level association, LG acquires exclusive designations and marketing rights as the official consumer electronics, mobile phone and data
processor of this global sporting event. For more information, please visit www.lge.com.
About LG Electronics Mobile Communications Company
LG Electronics Mobile Communications Company is a leading global mobile communication and information company. LG creates handsets that provide an optimized mobile experience to customers around the world with its cutting-edge technology and innovative handset design capabilities. Increasingly, LG is pursuing convergence technology and mobile computing products. LG will continue to take leadership in the mobile communication environment with stylish designs and smart technology. For more information please visit www.lgmobilephones.com.
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