The UN partners with YouTube, Grain Media and AMV BBDO to target and deliver content to YouTube viewers in pre-defined sequence that unfolds the story based on if the viewer ‘skips’ or ‘watches’
The UN, YouTube, Grain Media and AMV BBDO have partnered to launch a new interactive online campaign 'Fight Back', to drive action on air pollution - leveraging YouTube’s sequential storytelling format.
Created by AMV BBDO and Grain Media, the campaign stars acclaimed parkour artist Georgia Munroe running from air pollution in a high-octane chase sequence that the viewer can control through a set of sequential videos. The online film, set in a big city under a hazy fog of air pollution, follows Munroe trying desperately to escape the dangerous pollution. But will our heroine break free or become trapped? It all comes down to the viewer’s choices.
The campaign structure aims to target and deliver content to viewers on YouTube in a pre-defined sequence that unfolds the story based on if the viewer ‘skips’ or ‘watches’.
In the UN campaign, if the viewer skips the feature the heroine will meet danger and uncertainty, but if they watch the film she finds air to breathe – and a voice to demand action. The central message of the campaign is: “You can run from air pollution, but you can’t hide.”
The film was shot by acclaimed director Rubika Shah, who created the multi-award-winning documentary White Riot, who said: “I am so pleased to have had the chance to work with Grain Media on this ground-breaking project. We wanted to build a bold new world, a slightly dystopian place, which would appeal to younger (20s and 30s) audiences without being cliched. We worked with our composer to create an original piece of music that would thread through the stories seamlessly and that would feel big in scope. It’s so exciting that the films are currently screening now on YouTube.”
The campaign was commissioned by the UN to raise awareness of UN Sustainability Goal 13: Climate Action in the UK and drive action.