A clever and unexpectedly engaging campaign from phone provider LG in the USA.

James Lipton is a famously bearded American chat show host (or so I just discovered) and he's made a brave move in sacrificing his trademark in the interests of social responsibility.

Texting is the principal medium for bullying among the target teenage audience so I hope they get the message.

Brownie points for Young & Rubicam whose campaign this is.