REFRAME | YOUTUBE
I worked with the UK-based creative agency Platform 13 enlisted by YouTube to reimagine their digital literacy program for young people. This YouTube series was designed to teach teenagers, between 13 and 15 year old, about media literacy, critical thinking and digital citizenship. Moving away from a traditional in-school program, the goal was to create content that doesn’t feel educational or didactic, and is authentic to how Generation Z talks online. Information was delivered where and how young people want to learn, in their universe and in their language.
My role included writing, editing and testing copy for the YouTube series, which resulted in the tagline ONLINE SKILLS. FOR REAL LIFE. While the notion of Digital Literacy resonated with educators and YouTube senior leadership, it didn’t click with Generation Z in focus group testing, as the concept felt too much like school and wasn’t always immediately understood. Online Skills was more straightforward and simple, using language a teenager would comfortably say in an everyday context. The titles of the individual YouTube videos, such as Tackling Online Hate Ft. Jacob and Ollie, spoke to relevant themes in an effortless and succinct way, while highlighting the influential Creators who would draw in young audiences.
I also led a group Naming Workshop with Platform 13 and members of YouTube’s UK marketing team, which resulted in the final program name REFRAME. This name felt impactful as it is was both a verb and and a call to action, inspiring young people to use their critical thinking skills and reimagine how they participate in YouTube and other online platforms. The steps of the YouTube Naming Workshop are highlighted below.
