Establishing Comic Relief in the minds of teenagers

With YouTube replacing TV’s role in to entertaining younger generations, how does Comic Relief apply their entertainment-driven mission to the video platform? And can a partnership between the two make a powerful statement about YouTube creators and the connection with their fans?

Asked to investigate these opportunities by YouTube, and working directly with Comic Relief, we created School of YouTube - a week of content from top YouTube creators where they learn, laugh, and encourage their fans to give what they can to support educational causes in the developing world. We managed the campaign development, oversaw identity design, conceived and scripted the introductory video (above) and managed outreach to dozens of top creators.

School of YouTube videos reached over 10m viewers, bringing the charity’s message to a crucial new audiences both in a younger age group and outside the UK.