INVITE GEN-Z TO JOIN THE FIGHT, THROUGH BOYCOTTS OF YOUTUBE DURING ANNIVERSARIES OF SCHOOL SHOOTINGS. REPORTING GUNFLUENCERS ON CAMPAIGN LANDING PAGE.
STAGE 2:
SOCIAL POSTS
Team Enough socials will post on social calling out and promoting the campaign.
EARNED MEDIA
Stage 3 of the campaign will be celebrating the change and attention Team Enough has brought to the issue of gunfluencers on YouTube.
WE DESERVE TO CELEBRATE ALL VICTORIES. TEAM ENOUGH WILL SHARE BANNED GUNFLUENCERS, PULLED SPONSORS, LIVE IMPACT COUNTER ON CAMPAIGN LANDING PAGE. SHARED EARNED MEDIA & NEWS COVERAGE TO PUBLIC.
STAGE 3:
CAMPAIGN LANDING PAGE
WHATS HAPPENING & WHY THIS IS HAPPENING
WHAT YOU CAN DO ABOUT IT
REPORTING GUNFLUENCERS
The Disarm the Algorithm campaign landing page will teach users the goal of the campaign, ability the automate their boycott via reminding and banning YouTube on Boycott days via screen time, and the ability to report Gunfluencers to Team Enough and or on YouTube.
OBJECTIVE
Team Enough leads Gen Z in the fight to expose and close the gunfluencer loophole.
THE ASK
Design a content strategy and communication plan to attract and involve young individuals (aged 15-25) in Team Enough, a youth movement aligned with Brady United.
STRATEGY
Make YouTube feel what it would be like to lose Gen Z like Gen Z has lost so many of its own to gun violence.
BACKGROUND
Mass gun violence in America is a major issue. Hundreds of mass shootings happen every year in America, resulting in Gen Z & Zoomers fearing for their safety.
After Sandy Hook and Parkland many major platforms banned gun advertising.
The expectation was that prohibiting gun advertisements would reduce gun ownership, similar to the decrease in smoking rates after cigarette ad bans in the 1970s. Contrary to this assumption, gun ownership is on the rise. This is because YouTube neglects to enforce its ban on gun ads for influencer marketing. Consequently, the gun industry exploited this gap by pouring its advertising dollars into gun influencers who produce 'reviews' on YouTube.
Gen Z is passionate about revealing the truth behind all things (McKinsey).
PROBLEM
Social media platforms (especially YouTube) act as if they’ve banned gun promotion, but #gunfluencers are using their massive platforms and gun industry funding to desensitize and radicalize Gen Z and Gen Alpha in plain sight.
02 | CAMPAIGN
EXPOSE THE LOOPHOLE THAT THE GUN INDUSTRY IS USING THROUGH INFLUENCER MARKETING ON YOUTUBE THROUGH OOH ADS, SOCIAL ADS, AND AN OPEN LETTER TO YOUTUBE.
STAGE 1:
OPEN LETTER TO YOUTUBE
Team Enough will place this open letter to YouTube in the New York Times to kick off the campaign with goal to call out of the Gunfluencer loophole and create attention.
SOCIAL ADVERTISING
Team Enough will also be directly speaking to Gen Z through social campaigns across platforms like Instagram and Snapchat that identify the gunfluencer loophole.
OUT OF HOME
Team Enough will also have out-of-home placements near the YouTube headquarters. Our target audience for these placements are YouTube employees and news media. YouTube employees side with Team Enough which will cause pressure internally.
01 | OVERVIEW
Despite gun advertising being banned, gun corporations have found a loophole in using "Gunfluencers" to help advertise their products on YouTube.
Disarm the Algorithm is a campaign created to help expose the gunfluencer loophole and help recruit Gen-Z to Team Enough, an extension of Brady United Against Gun Violence.
Exposing and closing the gunfluencer loophole on YouTube.
Tools: Figma
Role: Experience Designer, Experience Strategist
Team: Kevin Kelleher (XD), Caitlin Kreinheder (AD), Jack Franco (CW),
Ed Kiethly (ST), Chynna Napper (ST), Taylor Sarlo (CBM)
Project Description: Brandcenter Live Client
Despite gun advertising being banned, gun corporations have found a loophole in using "Gunfluencers" to help advertise their products on YouTube.
Disarm the Algorithm is a campaign created to help expose the gunfluencer loophole and help recruit Gen-Z to Team Enough, an extension of Brady United Against Gun Violence.
Exposing and closing the gunfluencer loophole on YouTube.
Role: Experience Designer, Experience Strategist
Team: Kevin Kelleher (XD), Caitlin Kreinheder (AD),
Jack Franco (CW),Ed Kiethly (ST), Chynna Napper (ST), Taylor Sarlo (CBM)
Project Description: Brandcenter Live Client
02 | CAMPAIGN
STAGE 1:
STAGE 1: EXPOSE THE GUNFLUENCER LOOPHOLE.
Expose the loophole that the gun industry is using through influencer marketing on YouTube through OOH ads, Social ads, and an open letter to YouTube.
STAGE 2: INVITE GEN-Z TO THE FIGHT
Invite Gen-Z to join the fight, through boycotts of YouTube during anniversaries of school shootings. Reporting gunfluencers on campaign landing page. Calling out brands ads on gunfluencers videos via social media.
We deserve to celebrate all victories. Team Enough will share banned gunfluencers, pulled sponsors, and live impact counters on the campaign landing page. Shared earned media/news coverage to the public.
STAGE 3: CELEBRATE (SM)ALL VICTORIES.
OPEN LETTER TO YOUTUBE
Team Enough will place this open letter to YouTube in the New York Times to kick off the campaign with goal to call out of the Gunfluencer loophole and create attention.
SOCIAL ADVERTISING
Team Enough will also be directly speaking to Gen Z through social campaigns across platforms like Instagram and Snapchat that identify the gunfluencer loophole.
OUT OF HOME
Team Enough will also have out-of-home placements near the YouTube headquarters. Our target audience for these placements are YouTube employees and news media. YouTube employees side with Team Enough which will cause pressure internally.
SOCIAL POSTS
Team Enough socials will post on calling out and promoting the campaign.
EARNED MEDIA
Stage 3 of the campaign will be celebrating the change and attention Team Enough has brought to the issue of gunfluencers on YouTube.
STAGE 2:
STAGE 3:
OBJECTIVE
Team Enough leads Gen Z in the fight to expose and close the gunfluencer loophole.
THE ASK
Design a content strategy and communication plan to attract and involve young individuals (aged 15-25) in Team Enough, a youth movement aligned with Brady United.
STRATEGY
Make YouTube feel what it would be like to lose Gen Z, like Gen Z has lost so many of its own to gun violence.
BACKGROUND
Mass gun violence in America is a major issue. Hundreds of mass shootings happen every year in America, resulting in Gen Z & Zoomers fearing for their safety.
After Sandy Hook and Parkland, many major platforms banned gun advertising.
The expectation was that prohibiting gun advertisements would reduce gun ownership, similar to the decrease in smoking rates after cigarette ad bans in the 1970s. Contrary to this assumption, gun ownership is on the rise. This is because YouTube neglects to enforce its ban on gun ads for influencer marketing. Consequently, the gun industry exploited this gap by pouring its advertising dollars into gun influencers who produce 'reviews' on YouTube.
Gen Z is passionate about revealing the truth behind all things (McKinsey).
01 | OVERVIEW
PROBLEM
Social media platforms (especially YouTube) act as if they’ve banned gun promotion, but #gunfluencers are using their massive platforms and gun industry funding to desensitize and radicalize Gen Z and Gen Alpha in plain sight.
CAMPAIGN LANDING PAGE
WHATS HAPPENING & WHY THIS IS HAPPENING
WHAT YOU CAN DO ABOUT IT
REPORTING GUNFLUENCERS
The Disarm the Algorithm campaign landing page will teach users the goal of the campaign, the ability to automate their boycott via reminding and banning YouTube on Boycott days via screen time, and the ability to report Gunfluencers to Team Enough and or on YouTube.
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Kevin Kelleher
Kelleherkp@vcu.edu
Kevin Kelleher
Kelleherkp@vcu.edu
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Kevin Kelleher
Kelleherkp@vcu.edu