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Angry Birds Partners With A THIN LINE to Take a Stand on Digital Abuse

Since its release several weeks ago, people worldwide have been buzzing about the new Angry Birds Space game, which reinvents the modern classic with an innovative new physics engine. The gameplay isn’t the only groundbreaking part of Angry Birds Space, though – with this release, Rovio launched its first ever youth activism effort, aimed at ending digital abuse, in partnership with MTV’s A THIN LINE campaign.

This partnership encourages young people to post an action they’ve taken against digital abuse to MTV’s Draw Your Line app; once they do so, they’re rewarded with information on how to unlock a secret Golden Egg level of Angry Birds Space. Actions that young people can take range from changing their passwords online and learning about digital abuse on the A THIN LINE website to standing up for a friend who’s being bullied and starting a group on digital abuse.

As part of the partnership, A THIN LINE and Rovio also created an exclusive video featuring Angry Birds characters dealing with cyberbullying. You can find the video, as well as more information on the partnership, at angrybirds.athinline.org.

Beyond this partnership with Angry Birds, A THIN LINE has engaged young people in a number of ways. Launched in December 2009, the campaign works to empower young people to take a stand on digital abuse (including issues like sexting and cyberbullying). Draw Your Line, a key component of the campaign, serves as an interactive visualization of all the ways young people worldwide are taking action on the issue, while providing a way for users to be rewarded for their positive actions.

Previous campaign efforts from A THIN LINE include 2011’s (DIS)CONNECTED, an MTV original movie that explored the collision of life, love and digital drama; the MTV Digital Rights Project, which amplified young peoples’ voices in the fight to end digital abuse by creating a crowdsourced list of rights regarding what they deserve when interacting online; and Over the Line?, an online application that helps young people draw their own line between digital use and digital abuse.

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Casey Acierno is a member of MTV’s Public Affairs team, where she works on major “pro-social” campaigns to engage and activate America’s youth on the biggest issues impacting their generation. At MTV, she helps manage the Webby Award-winning A THIN LINE campaign as well as initiatives for mtvU including the Against Our Will campaign on human trafficking and the Half of Us campaign on mental health.

 

Categories: Digital Citizenship, Educational Issues

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