Will Buddy Builder Make Kids Safe?

While pointing to this: ITworld.com - U.S. FTC's Buddy Builder game teaches social-networking safety, someone on SlashDot had this to say:

"Your tax dollars at work. The U.S. Federal Trade Commission has launched an online quiz-show style game called Buddy Builder to test young users' abilities to spot potential threats on social networking Web sites. Naturally, the teen audience this is intended to reach is not going to go near the game except as a joke."

It's an interesting challenge. How do you reach this audience on topics like net safety (and drinking, smoking, drugs, etc.) without coming across as lame?