Case Studies
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In April 2020, at the beginning of the pandemic, The Better Internet Initiative was formed to encourage influential content creators to produce a wide variety of videos for their channels with fact-based information about COVID to combat the misinformation and conspiracy theories dominating YouTube.
We are witnessing significant shifts in how society accesses, communicates and trusts information. While there are many positives to our use of the internet, we have also seen a significant rise in misinformation, conspiracy theories and a distrust of experts. This has led to a polarization of viewpoints that has negatively impacted how we debate and adapt. The perfect storm of this being information around Covid-19 and the 2020 US Presidential election.
YouTube creators are one of the last groups that talks to all sides of this political divide. By creating unique messaging in a way that resonated with each individual audience, we were able to reach, inform and encourage new behavioral patterns around Covid precautions.
At the start of covid, misinformation and conspiracy theories were dominating the internet, making it hard for people to know how they could actually protect themselves and their communities.
YouTube creators are one of the last groups that talks to both sides of the political divide
By creating unique messaging in a way that resonated with each individual audience, we were able to reach audiences and encourage new behavioral patterns around COVID precautions.
30 Creators Engaged in the program
XX Videos Created
XX Views
30 Creators Engaged in the program
XX Videos Created
XX Views
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