Our task was to encourage teens to be respectful in their early relationships to prevent violence later in life. The trouble is, for teens any relationship (even a bad one) was better than no relationship at all.
Teen conversations now live online through social media platforms but the lack of policing in these environments had left teenagers vulnerable to online abuse.
Our idea was to create an online term teenagers could use to call out behaviour they considered to be ‘crossing the line’.
And so ‘#XTL’ was born – shorthand for ‘crossing the line’. Whether an insulting or hurtful comment from a boyfriend or sharing a private picture without consent, from now on wherever the line has been crossed, it’s XTL.
The campaign was phased to establish, seed and cement the term – using key influencers, celebrities and media to prompt conversation and debate in social media. 80% of teens who were aware of the campaign correctly identified the term, and a third said their friends had used it. 16,000 conversations were generated, 108,000 social interactions and over 21 million social interactions were recorded.
We had given teens the confidence and the means to discuss, call out and self-regulate abusive online behaviours.