Punch were commissioned by Coca Cola to help develop a new, Europe-wide strategy to place them closer to young tastemakers through sports and the arts. Our response was Music 4 U, running in September 2001. We used our street-level knowledge of Birmingham to connect with 30 youth centres across the city. We involved young people in needs and opportunities analysis while consulting with the local authority and other stakeholders on delivery. As a result we were able to develop lasting partnerships with 10 strategic centres across the city, backed by powerful word-of-mouth marketing to Birmingham’s young people.