Since 1985, Comic Relief have raised over £1bn for urgent causes in the developing world, primarily through TV - creating entertaining content with unusual celebrity involvement. Since 2006, YouTube has been revolutionising media consumption, creating a new type of celebrity who forge a connection with their followers in a uniquely personal form.
With YouTube displacing TV to entertain younger generations, how does Comic Relief apply their entertainment-driven mission to the video platform? And can we use this to make a powerful statement about YouTube creators and the connection with their fans?
Working for YouTube and directly with Comic Relief, Flying Object created School of YouTube - a week of content from top YouTube creators where they learn and laugh, and encourage their fans to give what they can to support educational causes in the developing world. We managed the campaign development, overseeing identity design, conceiving and scripting the introductory video (above) and managing outreach to dozens of top creators.