BBC Radio 1's social action
service One Life will launch a new and important interactive
feature called Excess All Areas on the One Life site to tie in
with the Party Smart campaign which starts today (Friday 17 December
The aim of the content is to raise awareness and provide
extensive information about how to go out clubbing and partying safely.
Once the One
Life site has been accessed the user will see a virtual clubber
dancing to music on screen.
As the user rolls over the relevant parts of the body
illustrations appear showing the body's organs brain, heart,
liver etc - along with supporting information about how the human body
is being affected by the clubber's intake.
The user will also be able to influence the dancer by
introducing various drugs into the clubber's bloodstream.
The effects of these drugs will then be evident directly
through the behaviour of the clubber and the animated illustrations.
Ros Lawler, Interactive Editor, Radio 1, said: "This
is a way of dealing with a serious issue for our audience, particularly
during the party season and we wanted to address it in a way that was
informative and relevant without being patronising.
"Our audience are very sophisticated in how they
use technology and the way this feature works and looks reflects that."
Notes to Editors
Randommedia is a digital ideas agency which created
the interactive feature, and is one of the leading developers of website
concepts, viral digital games and multi-media advertising campaigns.
Work has included addictive viral internet gaming campaigns
for BBC THREE and Sony Play Station, an inspiring website to bring alive
the enormity of the eagerly awaited development plans for one of London's
most famous landmarks, Battersea Power Station, and digital promotional
campaigns for COI clients including the RAF, the Inland Revenue and
The agency was also responsible for creating Budweiser's
first interactive CD-ROM in conjunction with Sleazenation magazine.