Approach

Provoke / Evidence / Test / Exhibition

 

Problem

Youtube videos are one of the greatest source of entertainment amongst teenagers aged 13 to 19, yet local Youtubers have irresponsibly used sex in the name of humour, disregardng the fact that they may be imparting certain undesirable values to their teenage audience.

 

Insight

However, because of the popularity these Youtubers gain from their sexualised videos, many aspiring Youtubers may think to follow in their footsteps.

 

Target Audience

Aspiring Youtubers aged 16 to 25 who are still figuring out what they want to do in their lives, and teenagers aged 13 to 19 who have been actively watching local Youtube videos.

 

Big Idea

Unveiling the naked truth behind every influencer's Youtube video.

 

How It Works

A series of short films based on real stories of people who have had to struggle with the consequences of engaging in unhealthy sexual behaviours during their teenage years were published on Youtube to amplify the effects of this sexualised culture. These videos led viewers to a microsite that highlights the frequency of sexual content found in local Youtube videos, after which viewers are encouraged to sign a petition as a way of speaking up against this issue. Aspiring Youtubers are also led to a separate pledge as a declaration of their commitment against using sexual content.