http://www.shine.com/

SHiNE, which stands for "Seeking Harmony in Neighborhoods Everyday," uses art, music, technology and sports to:

"engage and empower young people to take a stand, use their voice and impact their world.... Our mission is to help young people develop the tools they need to build self-esteem, embrace diversity, promote social harmony, and practice non-violence."

Directed at youth between the ages of 12 and 24, SHiNE undertakes offline activities such as events, challenge grants, ShiNE clubs, and in-school activities. It also runs a powerful, interactive website of pop-culture news, commentary, and information with "a pro-social twist."

The website, colorful and professionally designed, draws heavily on popular culture icons -- singers, actors, athletes -- as a way to bridge into social issues. At the same time, it is strong on youth voice and youth presence. Message boards allow youth to sound off on significant topics, under such titles as "Peace and Non-violence," "Take a Stand," "Accept, Don't Reject," and "What's On Your Mind?" The site's "Inspiration" area includes profiles of ShiNE's youth reporters, member profiles, short articles on inspiring youth and young adults, and (hey it's a youth site) horoscopes. The "Real Life" section features member journals as well as an "Ask SHiNE" advice column.

Even where copy is staff-written, youth perspectives on social issues are in the fore. For example, a writeup of the film X2: X-Men Unite is less a review than a forum for youth reactions. It quotes a gay reader who wrote in to say, "I like the X-Men because the characters are people who have problems like I do. People look down on them because they're different. For them it's because people are scared of their mutant abilities. For me it's because I'm gay." Similarly, SHiNE's "Contest" section asks youth to consider themes like self-esteem, diversity, non-violence and activism.

SHiNE's "Action" section includes the "ShiNE ActionGuide," which suggests "Things to Do" as well as "Tips" and "Online Activities." The action suggestions tend towards encouraging group self-expression on social issues, through such arts-oriented activities as painting a mural, making a peace quilt, or launching a poster campaign. Tips include publicity, fundraising, and "Ten Things to Bring to a Rally." At the bottom of the "Action" page is an interactive box powered by Congress.org that allows viewers to search by ZIP code for elected officials and media outlets, and to link to websites promoting legislation on a broad range of current issues.

While the site is free of banner ads or other promotions, its corporate ties are clear in the contests and events that SHiNE sponsors. As the site explains, "SHiNE partners with a number of cause-minded corporate citizens to further our mission of empowering young people to impact their world." "Partners" include Teen People, Procter & Gamble, MTV, AT&T Wireless, Tommy Hilfiger, Eastman Kodak, and Scholastic Teen Magazine Network, all apparently eager to reap the benefits of "cause marketing" their products to the teen demographic.

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