Traditionally, news has been passive. Even with the shift in consumption from TV to online, we are generally “viewers.” The campaign we created for Vice News on YouTube was intended to empower people to comment, share and subscribe - or in other words, participate in the news.
It was a very different experience working inside a news room and creating a campaign with footage that had only just arrived from Sudan or the Crimea. One of the reporters we were featuring was actually abducted during the campaign (but was thankfully returned).
Leveraging specific stories and current events, we illustrated participation in the news with actual conversations happening on YouTube.
“Crimea”
“Last Chance High”
“Climate Change”
