18 June 2008 It Doesn't Have To Happen by Duane Melius Recently our nation saw the launch of a £3million ad campaign against knife crime and possession aimed at young people. The ads were designed by young people, for young people, in a joint initiative with The Home Office, ad agency Rainey Kelly and marketing agency Uproar. The Ads are shocking and hard hitting. Check out the poster below. I was invited along for the creative youth summit as a Media Mentor. It was great to see adults actually consulting with young people for a change. 18 young people (all with direct or indirect experience of knife crime) were brought to Eynsham Hall in Oxfordshire for what turned out to be an amazing creative residential experience. The format worked really well. The young people were split into groups of three. Each group was assigned a Youth Worker, a Mentor and a Creative from the Ad Agency. Each group were tasked to come up with their own campaign including Print, TV, Radio, Online, Guerilla and Viral techniques. The energy was astonishing. It brought some hardened young people out of their shells, brought a lot of people together and brought us one step closer to solving the knife crime epidemic we are all getting a little too familiar with. It just really goes to show what happens when you put young people in the driving seat and allow them to become part of the solution. If you approach it with the right integrity and a well thought out format, you are bound to see great results. Check out the short vid below for a little taster. Increase the peace. www.itdoesnthavetohappen.co.uk

14 April 2008 Making SENSE by Duane Pleased to meet you all My name is Duane, and I make SENSE. SENSE is the UK’s first proper YOUTH MEDIA COMPANY. We started out in Sunny South London. In November 2002. Back then we had just £1,000 and lots of ideas. Now we have lots and lots more ideas. *Ahem*… and the money? *Cough cough*** I’ve got a bit of a cough at the moment. ANYWAY. We are living at Head Office now. (The famous 371!). That’s right. The crazy folks here at Clubs For Young People have given us, a bunch of young people an office. And the key to the front door! Actually it’s not really crazy. It’s nice to be trusted. (We won’t let you down guys!). Big thanks to Simon and Matthew for seeing potential in us, (September last year I think it was), and being gutsy enough to take us in. Ok where’s that biscuit tin… We love magazines, TV and all things media. At the moment we produce a magazine and SENSE TV. Don’t take my word for it, click here for SENSE TV. Our website is at www.sensemag.co.uk , but bear with me, it needs updating! Since the beginning of the year we have been UBER busy. Our two main projects so far have been running the show at Voice’08 Model from Ethique, our ethical fashion show at Voice ‘08 Some of the Ethique crew! …And the launch of BOOM! Part of the SENSE TV crew at BOOM! We got to film the launch event. Lots of exciting things are in store for SENSE Media. It is a name you will be getting used to through SENSE Magazine, SENSE TV, and SENSE Online. If you don’t believe me, ask any young person you know. NO, NOT YET! Wayne Gretzsky (Ice Hockey player) one said. “I skate to where the puck is going to be, not where it has been” Good old Wayne. And on that note I leave you guys, for now. With this video. Check it out… Thanks to the great folks over at Mediasnackers for the interview - check out their website www.mediasnackers.com Happy hunting! Duane Melius FOUNDER | SENSE Media