News Release

Verizon Brings Ad Council PSAs On Teen Dating Abuse To Mobile, Internet And TV

First-of-its-kind Three-Screen Campaign Highlights Teen Dating Abuse and Provides Resources at ThatsNotCool.com

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September 16, 2009

Debra Lewis
Debra.Lewis@VerizonWireless.com
908-559-7512Beth Shanley
bshanley@adcouncil.org  
212-984-1923

BASKING RIDGE, NJ and NEW YORK, NY — Verizon has teamed with The Advertising Council to bring a public service advertising campaign to Americans across three screens: Verizon Wireless' Mobile Web service, and Verizon FiOS Internet and Verizon FiOS TV. The Ad Council's campaign, "That's Not Cool," which was created pro bono by advertising agency R/GA features public service advertisements (PSAs) designed to help teens recognize digital dating abuse and take steps to prevent it.

While the Ad Council has always maintained a strong presence across the television, mobile, and Web platforms, the collaboration with Verizon signifies the first time a media partner has embraced an Ad Council campaign across all three outlets to ensure synergy and maximize impact.

“These important PSAs leverage the various Verizon services to bring maximum impact,” said John Harrobin, senior vice president of digital media and marketing at Verizon. “We’re extending the reach of this important work to the online and wireless communities, and we look forward to learning from this so we can continue to bring effective, multi-faceted public service campaigns to our customers.”

“We are thrilled to collaborate with Verizon on this critical campaign to help prevent teen dating abuse,” said Peggy Conlon, president and chief executive officer, Ad Council. “Partnering with Verizon will help raise awareness with teens and give them tools to avoid digital abuse that they may be experiencing by featuring our messages in an innovative way in the digital world.”

"That's Not Cool" was created pro bono by the advertising agency R/GA, in partnership with the Family Violence Prevention Fund and the Office on Violence Against Women at the U.S. Department of Justice. The campaign, which includes print, television, radio, online and mobile elements, is designed to help teens recognize digital dating abuse and empower them to initiate a conversation about it. The PSAs also direct audiences to visit www.ThatsNotCool.com, where teens can find tools to "draw their own digital line" and a "Talk it Out" forum to discuss this form of relationship abuse and seek help.

“The more people we can reach with practical, realistic messages about what’s cool and what’s not cool when it comes to relationships, the more we can help prevent the cycle of violence from recurring,” said Esta Soler, president of the Family Violence Prevention Fund. “We thank Verizon, the Ad Council, and the Office on Violence Against Women for continuing to distribute this message and support this cause.”

Verizon has a long history of supporting domestic violence prevention and awareness through its HopeLine® phone recycling program and through the Verizon Foundation, the philanthropic arm of the company. This campaign represents an extension of the company’s work educating communities about domestic violence and provides additional opportunities to raise awareness of domestic violence among teenagers.

About Verizon Wireless
Verizon Wireless operates the nation’s most reliable and largest wireless voice and data network, serving 87.7 million customers. Headquartered in Basking Ridge, N.J., with more than 87,000 employees nationwide, Verizon Wireless is a joint venture of Verizon Communications (NYSE: VZ) and Vodafone (NYSE and LSE: VOD). For more information, visit www.verizonwireless.com. To preview and request broadcast-quality video footage and high-resolution stills of Verizon Wireless operations, log on to the Verizon Wireless Multimedia Library at www.verizonwireless.com/multimedia.  

About Verizon
Verizon Communications Inc. (NYSE: VZ), headquartered in New York, is a global leader in delivering broadband and other wireless and wireline communications services to mass market, business, government and wholesale customers. Verizon Wireless operates America's most reliable wireless network, serving more than 87 million customers nationwide. Verizon's Wireline operations provide converged communications, information and entertainment services over the nation's most advanced fiber-optic network. Wireline also includes Verizon Business, which delivers innovative and seamless business solutions to customers around the world. A Dow 30 company, Verizon employs a diverse workforce of more than 235,000 and last year generated consolidated operating revenues of more than $97 billion. For more information, visit www.verizon.com.  

The Advertising Council
The Ad Council (www.adcouncil.org) is a private, non-profit organization that marshals talent from the advertising and communications industries, the facilities of the media, and the resources of the business and non-profit communities to produce, distribute and promote public service campaigns on behalf of non-profit organizations and government agencies in issue areas such as improving the quality of life for children, preventive health, education, community well-being, environmental preservation and strengthening families.

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