Justin Kerr-Stevens has an interesting bit on his blog, extended reach, about a collaboration between the Home Office and UK teens to combat knife violence. In April the Home Office invited teens from across England and Wales to a summit to develop an ad campaign to raise awareness of knife crime among UK youth.
The campaign, It Doesn't Have to Happen, includes a series of ads being delivered via radio spots and mobile phone alerts designed by teens, for teens. In addition, there is a micro site over on the popular social networking site Bebo where teens can learn more about the issue.
This is a brilliant example of a collaboration, as well as a great way to meet Gen Y on their own (digital) turf. And at a time when teens are constantly being reminded about the dangers lurking in social networks, it's always good to remind them that there are still plenty of dangers left in the non-digital world.
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