Advertisers and film-makers know how to grab young people's attention from the off - that's their job. It also happens to be one of the jobs of a youth worker, which means that those of us who work with young people can learn a lot from popular media.
Youth workers, particularly those who work on a city-wide basis like myself, are sometimes asked to go into venues cold and engage young people in a creative exercise. Delivering an activity before you have built relationships can cause apprehension - you hope you can compete with other distractions to deliver something worthwhile.
When the door opens and you are met with a dozen unfamiliar faces busily enjoying TV, computer games and the internet, it can be a heart-in-mouth moment. But when you see young people with their attention so avidly hooked, the best thing to do is to harness the power of the media to draw attention to issues of real importance.
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