The BBC launched a national campaign for children called ‘Do Something Different’ to entice kids into trying new things – such as tasting new foods and learning how to kite surf – in their spare time. The campaign was supported by a TV broadcast on weekday mornings over the summer holidays and a website that provides safe social networking and a club area for members. This was a flagship project for the BBC because it’s the first site to be externally hosted and integrated with their single sign on.

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