Childline have produced a similar campaign to our 'confidence' strand - young people as content providers and trying to inspire them to use their talent. It's being led by Idea and has presence on Habbo, bebo and piczo.
http://www.idea.me.uk/
The site looks friendly and approachable, it's easy to use and is very focused on using kids creativity. It's quite twee however, indicating a younger audience and a very different one to our streetwise knife crime target.
The bebo page is a bit 'harder' in appearance, but mentions Childline's new 'creative agency' which detracts from the young person-to-young person feel they're clearly trying to foster. They only have 4 friends and there's a comment at the bottom of the page about it looking a bit lame.
http://skin.bebo.com/Profile.jsp?MemberId=8600622623
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