CLIENT
United States Postal Inspection Service
Alexander Lazaroff, Chief Postal Inspector
Raymond Smith, Asst. Inspector-in-Charge
AGENCY
Mark Bellissimo, Exec. VP-Acct. Dir.
Greg Seraydarian, Sr. VP-Group Mgmt. Super.
Debbie Spencer, Sr. VP-Mngt. Super.
Danielle Panetta, Acct. Exec.
Leslie Baranowski, VP-Mgr. Acct. Planning
Marcia Levenson, Sr. VP-Assoc. Creative Dir.
Stacy Vick, VP-Assoc. Creative Dir.
Kevin Pietsch, Sr. VP-Group Media Dir.
SUMMARY
The 2 SMRT 4U Internet Safety Campaign's objective was to increase the awareness of Internet risks by encouraging teen females to change their online behavior to avoid disclosing personal information on networking sites and blogs. At the campaign's center was the free 2 SMRT 4U ring that teens ordered and wore as a tangible daily reminder, and 2SMRT4U.com that offered online safety tips. The campaign was successful on many levels, including a 50% reduction in teens' willingness to meet with someone they first met online, and over 440,000 rings ordered.
