Press Release

YOUTH LEADER’S ‘VIRAL’ AIMS TO HARNESS THE POWER OF ONLINE SOCIAL NETWORKS

19th November 2007

Members of the UK Youth Parliament launch a video today (November 19th) which aims to put the power of the internet to good use in promoting social change for young people.

The young members – working in all parts of the UK – have created a new ‘viral’ video related to the issue of transport for young people, which they hope will spread across online networks and be seen by several thousand viewers, thereby drawing them into supporting their campaign.

Appreciating that the words ‘transport consultation’ may not have the relevant ‘wow factor’ to turn many heads in a crowded online marketplace, they decided to produce a video that took a humorous, sideways look at the issue, to attract interest and develop an online life of its own. They have also created a Facebook teaser site to support the launch, which is gaining hundreds of members each day.

The video launches on the same day as Members of Youth Parliament from Sheffield meet Transport Minister Rosie Winterton to present their own local findings. Their survey of over 650 young people makes the case for a national concession card for under 18-year-olds in full time education. Nine out of 10 young people from Sheffield supported this idea.

UK Youth Parliament Chief Executive Andy Hamflett said:

"Everyone knows that the internet has a very important role to play in identifying and promoting social campaigns. The young people we work with really want to use this energy to support the issues which they care about most.

"Traditional campaign videos won’t do that, as they may be seen as too 'worthy' to thrive in the glare of a user-led social networking site. So you have to be more creative, and change the tone. We’re all looking forward to seeing how the efforts of the MYPs are received, and just how much of a buzz they can create around this. Please view the video if you can."