It started as a campaign but has become a movement - by the youth, for the youth and about the youth. One committed to rewriting the way the media stereotypes them and one that gives them a platform to voice their values, views and vision through a medium they’ve made their own.How?

We sent 12 subversive ‘mystery packages’ to Britain’s 12 most popular bloggers to open live on their blogs, challenging their viewers to post videos and texts about who they really are.

They did ... in startling numbers. And as intrigue built, clamour to reveal our identities intensified. We responded by inviting the bloggers to a ‘Gathering’ at our HQ to find out.

After all, who better to champion the youth than a brand with the ultimate reason to believe in them? After all, we have 470 volunteers between 16 and 22 willing to risk their lives every day to save the lives of others.

• We reached bloggers in the ‘real world’ by searching their blogs for personal data, so one received a pack at his theatre group, another at his gig, another from a return address when we bought something off eBay:• 7 of the 12 bloggers opened their DM live, challenged their viewers, attended our ‘Gathering’ at HQ and helped turn our campaign into a movement.• Their films attracted nearly 1,000,000 views, 4,000 texts, 150 videos; featured twice by YouTube editors and were ranked ‘Top 10 most-viewed this month’ in UK/France/Germany/Poland/Russia/Australia/Canada; We talked to 12 people ... and reached 11% of 5-20 year olds in Britain.