Beatbullying, the anti-bullying charity, broadcast three short films about its cause on giant stage-side plasma screens between acts at the Underage Festival in Hackney, east London, in July.
The annual music festival attracts more than 10,000 young people aged between 14 and 18 years, an audience that Beatbullying was keen to reach. The films, scripted and acted by teenagers, were adapted from winning entries to the charity's Cut-it-Out campaign, which asked teenagers to submit their ideas for short films on bullying (31 October, 2007, page 21). Bluetooth pods were installed around the site so revellers could download the films to their mobile phones. The films, which were downloaded by 5,892 people, included the charity's contact details.
Richard Piggin, communications manager at Beatbullying, said the popularity of video-sharing websites such as YouTube showed that film was a particularly appealing medium for teenagers. "Young people have the technology and capability to help us create a strong visual message," he said.
Jim Hawker, a director of PR agency Three Pipe, which worked on the campaign, says: "Teenagers are hard to reach because they are a fragmented audience. We chose mobile phones as the most effective vehicle because they all own one."
Journalists from teen magazines came to the festival to discuss their reactions to the films, and the campaign was also covered by several teen blogging websites.