Video affects us like no other medium. At a time when the internet is criticized for fueling division, we want to help demonstrate the power YouTube has to generate positive social impact.

That's why in 2016, we introduced the global program “YouTube Creators for Change,” which aims to amplify the voices of YouTube Creators who are using the platform to drive positive impact in the world and tackle issues like hate speech and xenophobia.

Our objectives were to drive greater awareness of social issues that diverse and underrepresented YouTube Creators care about, and foster productive dialogue with the greater creator community and consumers on how anyone has the potential to create change in the world.

In 2018, we collaborated with over 60 Creators from 20 countries, releasing over 90 films that promote tolerance through the global “One View Can” campaign on YouTube, social media, print media and events.

There’s power in a single view. Whether it’s coming from San Antonio, Texas, or Manila, Philippines, YouTube provides a platform for people around the globe to share their views with the world. Today, anyone with a smartphone or camera can share the way they see the world, through short films, vlogs, documentaries, comedy skits, or even science lessons. The possibilities are endless, and we wanted to highlight the power of each person to use their voice to create positive change.

Because all it takes is one view to make a difference.

YouTube Creators for Change is committed to giving Creators and young people the tools to combat intolerance online. We gathered insight on what young people, including Gen Z and Millennials, care about, and found that fostering community and embracing diversity were at the top of their list. In addition, we learned that it was often difficult for Gen Z and Millennials to find the right platforms and opportunities to discuss the social issues close to their hearts.

We also knew that YouTube Creators can have an incredible influence on young people because of their deep ability to authentically connect with them through YouTube.

In short, to show how anyone with a view can create change in the world, we knew we needed to shine a light on the Creators using YouTube to discuss the topics that matter to young people who are becoming increasingly educated and interested in social issues.

First, we issued all of our Creators a brief focused on making films that promote tolerance, and in turn we provided them with production funding, creative mentorship and promotional resources.

As a way to bolster attention of these incredible 90+ Creator-made films, YouTube coordinated a global launch campaign called "One View Can." We simultaneously launched all the films on November 12, 2018, across YouTube, Twitter and Instagram (paid, owned and earned, incl. an anthem video, short clips for paid/organic social posts, and a custom hashtag #MyViewCan), as well as an eight-page spread in The New York Times, a New Yorker cover insert, and various one-page features in major print newspapers.

In tandem we screened films on the International Day for Tolerance (Nov. 16) to an audience of US students at the United Nations Headquarters in New York, as well as a regional summit in Bangkok for policymakers and Creators.

- Total video views: 57M+ views (15% above 50M target)

- Social media impressions: 1.9B potential impressions

- Social media engagements: 907K owned engagements; 32.4K mentions