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Today we’re checking in with A Thin Line, MTV’s campaign against digital abuse and winner of Ypulse’s 2011 GennY Award, which recognizes best practices and new techniques in youth marketing campaigns. A Thin Line hasn’t stopped innovating in... Read the rest of this post

As October marks Bullying Awareness Month, we’ve been hearing about dozens of initiatives that strive to end bullying — particularly cyberbullying — as it constantly affects Millennials. But one of the efforts that stood out to us the most is... Read the rest of this post

LeVar Burton takes Reading Rainbow into the 21st Century (by launching RRKidz. Just like its previous iteration, RRKidz is all about reading, but the twist is that it’s an app for iPad and Android featuring a curated collection of... Read the rest of this post

Gap becomes the first retailer to offer promotions via a partnership with Entertainment Weekly and GetGlue, a social media site for TV viewers. Viewers who check in to Entertainment Weekly-recommended shows will unlock “Fall TV Fan”... Read the rest of this post

The GennY Award honors brands and companies that use new and innovative techniques to reach Millennials. Each of the campaigns highlighted below is a finalist for the 2011 Award, demonstrating the brands’ and companies’ deep knowledge of what... Read the rest of this post

Trendy retailer Express (may have figured out how to monetize its Facebook presence — by adding a “shop” tab. The full Express line is available on the site, and the purchase process is fully contained within the Facebook frame. Oh,... Read the rest of this post

Yesterday in Ypulse Essentials, I cited a lengthy feature that ran in the New York Times' Style section, reg. required, on middle schools, cyberbullying and the difficult question of how, if at all, educators can step in to resolve abusive... Read the rest of this post

Earlier this week I watched a screener sent over by MTV for an upcoming episode of "True Life." Part of the channel's ongoing A Thin Line initiative (see my interview with Jason Rzepka for more details), the show took on the issue of "digital... Read the rest of this post

Upfront season at MTV? (an early, but energetic kick-off to the channel's spring lineup at Hammerstein Ballroom in New York offered a glimpse into what lies ahead including "Hard Times" and "If You Really Knew Me," a reality series about a day-long... Read the rest of this post

Today's Ypulse Interview is with Jason Rzepka of MTV on the recently launched multi-year digital abuse initiative A Thin Line and the AP/MTV Digital Abuse study that was released to coincide with the launch. Jason made time to answer a few questions... Read the rest of this post

MTV launches 'A Thin Line' (a "new multi-year initiative to empower America's youth to identify, respond to and stop the spread of digital abuse." The launch coincides with the release of the AP/MTV Digital Abuse Study that found more than half of... Read the rest of this post