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.
AT&T products and services are provided or offered by
subsidiaries and affiliates of AT&T Inc. under the AT&T
brand and not by AT&T Inc. Additional information about
AT&T products and services is available at about.att.com.
Follow our news on Twitter at @ATT, on Facebook at facebook.com/att
and on YouTube at youtube.com/att.
© 2017 AT&T Intellectual Property. All rights reserved.
AT&T, the Globe logo and other marks are trademarks and service
marks of AT&T Intellectual Property and/or AT&T affiliated
companies. All other marks contained herein are the property of
their respective owners.
**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.
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SOURCE AT&T Inc.