AT&T and Fullscreen Launch Phase Two of Later Haters Campaign with Olympian Gabby Douglas
3-Time Olympic Gold Medalist Leads Campaign to Encourage Teens to Focus on Online Positivity, Not Hate
NEW YORK and EL SEGUNDO, Calif., Aug. 16, 2017 /PRNewswire/ -- AT&T* and Fullscreen, a next generation youth media company, are launching phase 2 of the Later Haters campaign. It promotes positivity and kindness in online conversations.
USA gymnast and three-time Olympic Gold Medalist Gabby Douglas joins AT&T's efforts to address online hate by inspiring teens to be more aware of their online actions and drown out haters with more positivity.
"We hope teens will not only say 'later haters' to online hate, but also flip the conversation to one that's positive," said Beth Shiroishi, Vice President, Corporate Social Responsibility Strategy, AT&T. "This campaign is focused on providing Gen Zers support and messages to foster positive behavior on their social networks and have fun while doing it by taking a vacation from negativity."
The latest phase in the Later Haters campaign will promote actionable change among teens and young adults. Douglas will kick off the Later Haters social media campaign by encouraging young people to take an #EveryDayVacay. This is a time to reflect, recharge, and radiate more online love and positivity.
A conscious effort such as sending a kind text to someone or leaving encouragement on someone's selfie can drive intentional, positive change in online activity and translate to lifelong habits.
AT&T and Fullscreen are asking audiences to create their own social media posts using the hashtag #EveryDayVacay and join in on saying #LaterHaters. Teens have a chance to have their uplifting content featured on the Later Haters website by using the tags #EveryDayVacay, #LaterHaters and @Later_Haters.
"The shift from face-to-face interaction to online communication has not only changed the way people engage with one another, but it has also created a new set of anxieties and pressures for teens to deal with," said Ashley Smith, Senior Director, Social Entertainment, Fullscreen. "It's so important for younger generations to see positive examples of healthy social interactions, which is why we're thrilled to be a part of AT&T's Later Haters campaign and encourage teens to take an #EveryDayVacay from online negativity."
AT&T and Fullscreen aim to extend the reach of the campaign by meeting teens where they already spend time – social media. Online influencers will join Douglas to act as role models with positive social media habits. We'll also have a short video to encourage this same idea on DIRECTV and DIRECTV Now, in AT&T-owned retail stores and through online ads. You can also catch it on the Later Haters website.
Learn more about Later Haters here: www.later-haters.com.
About Fullscreen
Fullscreen is a global leader in social-first entertainment experiences serving creators, brands and consumers. As a leader in branded content and social marketing services, Fullscreen partners with major brands seeking to engage valuable, elusive youth audiences on social platforms through original entertainment, influencer marketing, multi-platform social content and targeted media through the Fullscreen Media Network. Serving a broad range of clients from offices in Los Angeles, New York, Chicago, and Atlanta, Fullscreen's rapidly growing brand marketing teams are defining the future of social-first, content-driven marketing.
*About AT&T
AT&T Inc. (NYSE:T) helps millions around the globe connect with leading entertainment, business, mobile and high speed internet services. We offer the nation's best data network** and the best global coverage of any U.S. wireless provider. We're one of the world's largest providers of pay TV. We have TV customers in the U.S. and 11 Latin American countries. Nearly 3.5 million companies, from small to large businesses around the globe, turn to AT&T for our highly secure smart solutions.
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**Claim based on the Nielsen Certified Data Network Score. Score includes data reported by wireless consumers in the Nielsen Mobile Insights survey, network measurements from Nielsen Mobile Performance and Nielsen Drive Test Benchmarks for Q4 2016 + Q1 2017 across 121 markets.
SOURCE AT&T Inc.
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