YouTube | #OursToLose — Aaron Taylor

YouTube | Client Side

#OursToLose

The challenge was to highlight the importance of climate change to the global community, encouraging world leaders to take action ahead of the COP 21 climate conference in Paris.

But the usual doom and gloom route just wasn’t going to cut it.

I worked with We Are Social to make the topic more relevant and tangible by teaching viewers about the issue’s unexpected negative effects. We worked with 17 YouTubers to spread the message across social media, encouraging their audiences to act by signing a climate change petition.

Each visual represents an item we stand to lose if we don’t commit to decreasing greenhouse gas emissions. We partnered with the World Resources Institute to develop the list of items, grounding the content in reality and ensuring authenticity. 30+ GIFs were created in total.

A GIF was developed for each YouTube creator that participated in the campaign; each creator’s “at risk” item relates to the content they create. For instance, Casey Neistat, a New York City native, was given a GIF showing the city storming over. These GIFs were shared from the creators’ social accounts.

Several Twitter users that signed the petition were surprised with personalized thank you GIFs, sent from the YouTube Twitter account. The GIFs were addressed from coffee, butterflies, and other items that were “saved” thanks to the signee’s efforts.