Every day, millions of teenagers use their mobile phones to send mean texts and inappropriate photos. LG wanted to be the first mobile phone company to stand up against this mobile harassment, and to encourage responsible texting. To address this issue, Y&R created the “Give it a Ponder” campaign, which encouraged teens to give it a “ponder,” or a good long think, about the consequences of sending that text or picture. With the help of James Lipton, and the iconic motion of stroking one’s beard while deep in thought, the campaign used films, out of home, social media and a first-of-its-kind video chat plug-in to deliver the message that it’s always best to think before texting.

The “Give It A Ponder” campaign launched online with a multifaceted website featuring an animated, talking beard. There teens could watch the films, connect with the Ponder Beard on Facebook, follow it on Twitter and get more information about mobile harassment on a Wikipedia page. Simultaneously, posters popped up in malls and on streets featuring teens stroking lush beards while thinking about the consequences of a potentially inappropriate text message. The films were aired nationwide in cinemas before the teen blockbuster Twilight New Moon. They were also seen in schools on Channel 1 as well as on MTV and ABC Family. Additionally, the “Ponder Me App,” a free video chat plug-in, allowed anyone to grow a realistic looking beard. This app is the first of its kind, combining facial recognition technology and a video chat effect.

To date, “Give It A Ponder” has garnered over 153 million media impressions in 167 countries. Independent testing (Millward Brown) shows that 87% of teens say that the campaign makes them think, “I should take time to think before sending a text because it could have negative consequences.” Buzz about “Give It A Ponder” has been featured in a wide variety of media, including The New York Post, NY Magazine, The Washington Post Online, NPR, G4 TV and on popular websites like Jezebel, Gawker, Vanity Fair and Notcot.