The 10MMM multimedia project began in late 2002 in a rural region of western Victoria and has now entered its second stage. It is an inter-agency initiative intended to decrease the social isolation of rural young people and stimulate the expression of youth "voice" and leadership using multimedia tools. As the process of working with rural young people unfolds over time, it provides an opportunity for ongoing reflection on the extent to which the project can become truly driven by young people, and whether it can enable them to take a stronger leadership role in their rural communities. (Contains 5 notes.)