Client: Platform13 for YouTube
Project: Reframe Series
Sypnosis: To find a culturally relevant way to speak to 13-15 years olds about the importance of digital literacy
Role: Research Assistant
Project: Reframe Series
Sypnosis: To find a culturally relevant way to speak to 13-15 years olds about the importance of digital literacy
Role: Research Assistant
My involvement:
- Network manager
- Interview assistance
- Qualitative analysis
- Deck build
Challenge
Previous research shows that 2% of young people online have the critical literacy skills to tell if a story is real or fake.
With more time than ever being spent by young people on the internet, YouTube EMEA had THE challenge to engage a 13-15 year old audience with critical thinking and online skills they urgently need to navigate life online.
Crucially, we needed to ensure the official learning objectives from YouTube’s existing “Be Internet Citizens” curriculu - already shared in schools and youth centres were strictly adhered to, without any of the advantages of delivering these in person.
Previous research shows that 2% of young people online have the critical literacy skills to tell if a story is real or fake.
With more time than ever being spent by young people on the internet, YouTube EMEA had THE challenge to engage a 13-15 year old audience with critical thinking and online skills they urgently need to navigate life online.
Crucially, we needed to ensure the official learning objectives from YouTube’s existing “Be Internet Citizens” curriculu - already shared in schools and youth centres were strictly adhered to, without any of the advantages of delivering these in person.
Insights
During an intense month, we dived into the existing curriculum and its audience needs. Through focus groups with the target audience and interviews with cultural voices across impact, education and youth culture spaces and a bespoke impact measurement framework for the project. This allowed us to better understand how this audience learns and what they are and aren’t receptive to online.
During an intense month, we dived into the existing curriculum and its audience needs. Through focus groups with the target audience and interviews with cultural voices across impact, education and youth culture spaces and a bespoke impact measurement framework for the project. This allowed us to better understand how this audience learns and what they are and aren’t receptive to online.
Outake
From this body of work, YouTube Reframe -an online series looking to provide young people with the resources and knowledge needed to develop their online skills was designed to compliment YouTube’s existing “Be Internet Citizens” curriculum, already delivered in schools and youth centres.
From this body of work, YouTube Reframe -an online series looking to provide young people with the resources and knowledge needed to develop their online skills was designed to compliment YouTube’s existing “Be Internet Citizens” curriculum, already delivered in schools and youth centres.