Spinon: the youth political brand
Analysing today's consumer society, it is clear that a more radical solution is needed to engage the young than the mere creation of a youth political programme, or a youth politics website. A brand needs to be developed.

At present there is little that young people can connect with in the political establishment. The political parties and politicians speak a different language. The media target a different audience. Spinon will fill this void.

Working across a number of different media formats Spinon will build a strong relationship with its audience. Spinon will take political issues relevant to young people, repackage them in an interesting entertaining format, and present them to an audience hungry for "for me" cross platform media products.

The cross platform status of the brand is all important for its effectiveness: Spinon will be accessible on the TV, internet, SMS and in print. Each separate media platform should be an integrated part of the whole solution. The most important element of the cross platform brand will be the link between TV, SMS and the internet. Interactivity is key to engagement: get the TV audience of SpinonTV to vote via SMS; get them to carry on interacting with the brand after the TV programme is over through an internet site - a site containing discussion boards, polls, competitions, entertaining animations, interactive games . . .