Ina Fried

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Nancy Lublin on Tackling That Toughest of Emerging Markets: Teenagers (Video)

When it comes to reaching teenagers, you have to speak their language.

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And these days that also means communicating on the platforms they use. An email is likely to gather virtual dust, while a text message on the other hand will probably get read.

A text can be incredibly powerful, too. Nancy Lublin heads DoSomething.org, a non-profit group that has used text messages to educate on everything from financial planning to pregnancy.

On the latter front, the group had a text message program that sent teens a text message every time their “child” was crying — starting at 6:30 am.

“If you can’t take care of a pretend baby on your phone, you might want to keep your zipper closed,” Lublin said during her appearance at D: Dive Into Mobile.

After being inspired by a teen who texted in that she was being abused by her father, DoSomething is in the process of launching a crisis hotline over text messaging.

While much of her work has been on the educational front, marketers could learn a thing or two from how Lublin and her team have been able to reach the youth market. Here’s the complete video of her interview with AllThingsD’s Ina Fried.


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