Seventeen and ABC Family set out to Delete Digital Drama
US media outlets Seventeen magazine and ABC Family are joining forces against digital abuse and bullying in a new multi-platform initiative called Delete Digital Drama.
The campaign will launch this summer in the tween and teen-oriented magazine’s August 2011 issue and on the Disney-owned network beginning July 5. As part of the campaign, ABC Family will premiere a two-hour original movie, Cyberbully, starring Emily Osment (Hannah Montana) and Kay Panabaker (No Ordinary Family), on July 17. As part of the partnership, Seventeen will feature a multi-page story in the August issue of the magazine that will include stories from readers and ABC Family talent about their own experiences with bullying.
Cyberbully follows a teenage girl who falls victim to online bullying. The network will debut a PSA during the movie that will direct viewers to StompoutBullying.org, a direct resource for viewers and readers to reach out for help.
The campaign will also feature an additional PSA to air on ABC Family in July and August that features an array of stars from series including The Secret Life of the American Teenager and Pretty Little Liars. The announcement will air on the network, as well as online, and via mobile service. Additionally, both companies will create an online presence on their respective website and will support the cause through social media tactics on Facebook and Twitter.
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