The UK government is interested in reducing the number of teen fatalities due to traffic accidents - not just those related to driving.
Research showed that most teenagers have been involved in near misses or know someone who has, most have admitted to being distracted by friends and many get distracted by mobiles. Despite that, road safety remains a low priority for them and they have a cavalier attitude to it, thinking they know it all and that it's not an issue for them.
They elected to have teens produce a video ad aimed at 11-16 year-olds, which they did using a mobile phone. An unbranded website [see video here] and p2p distribution via mobile phones were the pre-launch distribution channels before a branded campaign was unveiled in theaters.
The audience-driven strategy resulted in 29% of the priority group of teens seeing the video within five days. Moral: consumer-centered content isn't just about producing it - they can distribute it too. There's more than 1P in marketing!
And some government agencies do have the courage to trust their audience.