ABOUT

Leading up to COP26, the 26th United Nations Climate Change Conference held in Glasgow in 2021, YouTube created a campaign designed to ignite action, help reverse climate change, and raise money for sustainable NGOs. Targeted toward 16-24 year-old YouTube viewers, our campaign had to break through the doom and gloom of typical environmental advertising and get Gen Z's attention. To do so, we turned to social media and listened to how Gen Z described the climate crisis—and used their words to help create our blunt call to action. The UnF**k It campaign launched on October 14, 2021, and included the creation of four original YouTube shows, a comprehensive social and on-platform campaign, and The UnF**k It Challenge on YouTube Shorts—an initiative that engaged YouTube Creators and our Gen Z audience to create short videos demonstrating tangible actions we can all take every day to help heal the earth.