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LG urges teens to 'Give It A Ponder'

The leading consumer electronics and mobile communications company, LG, has unveiled a campaign that it hopes will encourage teens to consider the consequences of their actions before they indulge in risky cell phone use.

The campaign comes on the heels of data released last week that shows up to 25% of all teens are involved in some kind of sexting – either sending or receiving nude or inappropriate images via text messaging.

LG conducted its own research and found that most teens consider text-based gossip a normal part of teen life. However, there are others – LG calls them "tabloid teens" – who use gossip as a form of social currency and who are most likely to engage in or be the target of this kind of behavior. Based on this discovery, LG is focusing its efforts on the 'bystanders' – those teens who are passive participants but who reinforce negative behavior by forwarding an image or continuing to spread a rumor.

With teens across the country sending more than 20,000 texts per second, it's sometimes hard for teens to take the time to distinguish between behavior that could be considered amusing or entertaining versus actions that could have 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.

"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," said Ehtisham Rabbani, vice president of product strategy and marketing at LG Mobile Phones.

The LG campaign, called "Give It A Ponder", portrays real-life scenarios discovered during LG's research and uses humor to encourage teens to consider the consequences of their actions. The campaign will include cinema spots, billboards, social media applications, and 'webisodes', web-based videos featuring a beardless James Lipton encouraging various teens to think about what they are about to do.   

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