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AT&T has introduced a new phase to its Later Haters push, with Gabby Douglas on board to drive the campaign’s #EverdayVacay message.
AT&T and youth media company, Fullscreen, have launched the second phase of Later Haters, a campaign promoting kindness and positivity in online conversations. American gymnast and Olympic gold medallist, Gabby Douglas, has come on board the project.
The fresh installation aims to drive actionable change among teenagers as well as young adults. As its ambassador, the athlete is kicking off the exercise by encouraging Gen-Zers to take an #EverydayVacay. The slogan is a reminder to take time to reflect and recharge.
The project celebrates efforts like sending an uplifting text or leaving heart-warming selfie comments to welcome lasting change to the digital sphere and turn such habits into lifelong virtues. The initiative invites fans to generate their own posts using the above hashtag.
Both brands are seeking to extend the campaign’s reach by meeting teens where they already spend time—online. A roster of social media influencers will join Douglas to further champion the cause. A video will be released in stores, online, and via DIRECTV’s channels.
“We hope teens will flip the conversation to one that’s positive. This campaign provides support, messages to foster positive behaviour on social networks, and fun by taking a vacation from negativity,” said Beth Shiroishi, VP, Corporate Social Responsibility Strategy at AT&T.
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