DfES unveils web brand to provide advice to teenagers

LONDON - The government is to provide 13- to 19-year-olds with an impartial source of information on a range of issues with the launch of online brand Need2Know.

Need2Know.co.uk will provide teenagers with advice on relationships, health, money, education and law.

The Department for Education and Skills is behind the site. Although live, it will receive a full launch, including promotional activity, this spring. It is the government's first attempt to target teens with a specific brand, but its involvement will not be apparent to users.

The site has been set up to overcome teens' suspicions of information web sites. It will act as a portal and offer links to useful sites that have undergone a series of checks prior to inclusion.

The DfES project is among the first of a number of portals planned by the government to appeal to various demographic groups. It has been created by interactive agency Cimex together with youth marketing agency Dry.

The DfES tasked Cimex with creating a name which could evolve as a trustworthy, independent brand for young people.

Various design concepts for the site were researched among 2000 young people from a range of backgrounds. The final version was developed in line with teenagers' requests that the site be simple and accessible, rather than obviously youth-oriented.

Inserts in teen mags such as Sugar, Cosmo Girl and Sorted will support the launch by directing readers to a competition accessed via the Need2Know site.

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