To get young people actively engaged in the campaign, we looked to Netflix as our media strategy partner. With 145 million young people using Netflix globally, we knew we could drive explosive engagement, and as the No.1 platform with a 45.2% share of global demand for streaming content, we knew we could drive a positive culture of low-quality video viewing. The goal of New Zero World is to encourage young people to watch the in low-quality which we decided to call and make them think that they are participating in climate crisis by simply watching the video.

is an attempt to change the climate crisis by intentionally converting to lower-quality video, reducing carbon emissions while watching. First, young people will see the pixelated thumbnail and be curious about the campaign. When they click on the thumbnail, a pop-up explains that it is a small difference in video quality, but it makes a big difference in climate change. Young people who automatically participate in the climate chance while just watching the video will change their Netflix profile to support the campaign. Also they are going to share it and spread it on social media. Furthermore, young people may further urge other media outlets like Youtube, Disney+, Instagram or Tiktok to set the high video quality to low quality. Finally, this campaign will make a new media trend .