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Radio 1 launches new interactive feature

Category: Radio 1

Date: 17.12.2004
Printable version

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 2004).


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


About Randommedia


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 UK Online.


The agency was also responsible for creating Budweiser's first interactive CD-ROM in conjunction with Sleazenation magazine.




Category: Radio 1

Date: 17.12.2004
Printable version


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