Girl band rescues Youth Net's website promotion

Dominic Wood

YouthNet UK has enlisted girl band The 411 to help launch its online advice service tomorrow, after US filmmakers broke a contract at the 11th hour, leaving marketing plans in tatters.

The charity had planned to promote through celebrity endorsements and joint branding linked to the 21st anniversary re-release of Style Wars, the cult US documentary film about graffiti artists.

But associates of the film's director, Tony Silver, called YouthNet on Christmas Eve to pull out of the deal, saying it wanted to save money by delaying the film's London launch to coincide with its European launch in March.

The filmmakers asked the charity to postpone its site launch accordingly, but the parliamentary launch planned for tonight made this impractical.

The short notice left Maddy Heil, YouthNet communications manager, relying on contacts at her former employer, MTV. Within days, The 411 had agreed to promote the site through radio and magazine interviews.

- See Site Visit, p13 and Newsmaker, p21.

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