YouTube: Reframe
Approach
Introducing #YouTubeReframe - a P13 concept included all creative, production, talent curation and management as well as comms planning across paid, owned and earned channels including a series of amplification partners on TikTok and impact initiative partners to explode out the Reframe mission.
We ensured the target audience played a central role in development, with everything from naming, emojis, scripts and creative tested with 13-15 year olds from across the UK, and importantly worked closely with the Institute of Strategic Dialogue on official ‘learning outcomes”.
Output
A 10 part series tackling important topics and issues facing young people online today featuring the target audience and relatable creators already in their universe with relevant, lived experience of the topics.
S1: Speaking Up, Making Change
Hosted by Amelia Dimoldenberg and featuring George The Poet, Ben Hunte, Ramz, Gracey, Jacob and Ollie, Adam B, Sara and Avni, exploring: free speech vs hate speech, the impact of online abuse, mental health, how to tackle online abuse and how to balance your life online and offline.
S2 : Us vs Them
Hosted by Munya Chawawa and featuring Oobah Butler, Sophia Smith Galer, Tegan Vincent-Cooke, Fats Timbo, Michael Timbs, Elz the Witch and Chunkz exploring: misinformation and disinformation, bias, stereotyping, echo chambers and conspiracy theories.
PUSHING THE MESSAGE OUT
We sourced a series of TikTokers with both the lived experiences and the right audiences to amplify the series, in their way. Partnerships with PlatformLDN and iweigh further enhanced the series to a wider audience.
