That’s Not Cool Web site, callout cards and interactive out-of-home posters. "'That's Not Cool' is an integrated campaign rooted in digital media and designed to start a discussion with teens about digital-dating abuse. Instead of telling teens how to handle this relatively new and sensitive issue, That's Not Cool invites them to take an active role in defining and preventing it. The campaign's center is ThatsNotCool.com featuring interactive videos created by R/GA's Digital Studio and guest videos created by YouTube personalities, callout cards, a discussion forum and a Need Help section for serious problems. The site launch was supported by a multimedia effort including TV, radio, out-of-home, online advertising, viral videos, a YouTube channel, Facebook page and a mobile site. The out-of-home posters also serve as callout cards that can be e-mailed from the campaign's Web site or mobile site. The interactive out-of-home posters include simple directions that encourage teens to photograph the message with a camera phone to send to someone. This campaign marks the first time that the Ad Council selected a digital agency to lead an integrated campaign effort.”