Social networking sites have long been a magnet for creeps looking to harm young girls.
But parents have a new ally in their fight to protect their daughters: The U.S. Postal Inspection Service (USPIS).
The service has launched a $1 million viral campaign called 2 SMRT 4 U. The objective: To urge teenage girls to be careful when using social networking sites and blogs.
Central to the effort are free stainless steel rings engraved with a safety message. Roughly 82,000 have been ordered by girls online, and the initial order of 100,000 had to be doubled last month due to high demand, says Debbie Spencer, senior vice president, management for Campbell-Ewald, the agency handling the campaign.
“We thought the ring would be something that the kids would enjoy and spread among all their friends,” adds Ray Smith, assistant inspector in charge with the USPIS. “It’s a constant reminder to conduct themselves in a safe manner when they are typing and posting information on the Internet — to not be fooled by someone.”
Why focus on girls?
While pedophiles prey on both males and females, 70% of all unwanted online solicitations are directed at young females, Smith notes.
The campaign spokesperson, Hayden Panettiere, is from that same demographic. She is the 17-year-old star of the NBC show Heroes.
Panettiere is featured in four full-page ads in the December/January issue of Teen Vogue magazine, and on the 2 SMRT 4 U Web site, 2SMRT4U.com.
In addition, she appeared at a kickoff event last month in which more than 1,000 rings were handed out. Sponsored by Teen Vogue, the weekend-long Fashion University in New York offered courses on fashion merchandising, design and marketing.
“It’s like the string around your finger that acts as a little reminder everyday,” Panettiere told the audience of 500 girls, ages 16 to 18. “It’s just about keeping your personal information to yourself. There’s no reason why you have to post where you live online.”
At the Web site, girls can request one ring for themselves and two for friends.
The site also offers tips, links to resources and a place for reporting incidents of online victimization. And visitors can also download ringtones, wallpaper and instant-message icons.
“Having your own Web page or blog and using IM may put you in touch with all of your friends,” says a message on the site. “But it could also put you in touch with online predators and cyber bullies.”
The rings will also be promoted during upcoming Teen Vogue events and in upcoming issues of the magazine.
The campaign supports the objectives of the USPIS, the National Center for Missing & Exploited Children and the U.S. Attorney General’s Project Safe Childhood initiative.
Why are postal inspectors involved in fighting online crime? Many predators also operate by mail, thus bringing them under the purview of the USPIS, Smith notes.
The best part is that the budget is from the service’s “forfeiture fund,” containing seized proceeds from criminal activity.
“We’re using the bad guys’ money,” Smith says.
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