all< >Visit Site

Helping Teens Dial Down
Their Drama

In 2006, the Blue Shield of California Foundation commissioned us to conduct groundbreaking research on dating violence. The resulting report, "Dialing Down the Drama," laid the groundwork for a youth media campaign advising teens on how to defuse early relationship conflicts.

In June 2008, the Foundation piloted the test phase of BOM ("Boss of Me"), a media campaign that provides teens with tools to manage their personal “drama” and defuse harmful situations before they start. BOM411.com uses teen-friendly language and humor to help young people gain greater self-control. During the creation of this campaign, we worked with the Foundation and its partners to ensure the lessons learned in research were being applied to the development of the campaign.

In 2009, the Foundation partnered with grantee Youth Radio to expand the campaign’s reach statewide through radio, texting, a revamped website, and a deeper social media presence. Youth “ambassadors” led these efforts, generating content and organizing BOM events. We continued to work with Youth Radio as brand stewards, in an effort to provide consistency to the campaign and all of its communications and programmatic elements.

Finally, in 2011, we worked with the Foundation to compile lessons learned from BOM, about defusing conflict to prevent teen dating violence, into a multimedia presentation. View the Dialing Down the Drama site to learn how the campaign was developed, its key elements, and the lessons learned by the Foundation and its partners over the course of the project.

Credits: Butler, Shine & Partners, ISIS, Youth Radio, Westat