YouTube’s ‘Creators For Change’ Program Is Getting A $5 Million Boost
The company will soon start awarding production grants to YouTubers in its Creators for Change program, which promotes tolerance and empathy.
YouTube has announced that it will invest $5 million in its Creators for Change program, an initiative that empowers storytellers to create content that promotes tolerance and counters hate.
The news comes on the heels of some more proactive efforts from YouTube when it comes to reducing the amount of sinister and divisive content on its platform. In late 2017, YouTube announced it would be increasing the number of people reviewing its content to 10,000 including outside academics, industry groups, and subject matter experts.
According to YouTube’s Head of YouTube Public, Juniper Downs, the additional funds will be focused towards added production and marketing support as well as onboarding more creators into the program. The intended result? “reach and inspire even bigger audiences” by fueling positive content that contributes to awareness and translates into tangible social change.
Per YouTube, since launching in 2016, Creators for Change has partnered with 39 creators whose videos covered topics like racism, religious stereotyping, and the daily lives of refugees. Over the course of last year, the creators’ videos have racked in tens of millions of views with users spending hundreds of thousands of hours with the content.
Further, Creators for change has participated in grassroots campaigns in the form of workshops and school programs through collaboration with social impaction organizations. Such efforts have resulted in the education of more than 15,000 people across 200 locations that include Australia, Germany, Indonesia, Israel, Spain, Turkey, and the UK.
As Variety sources point out, the added investment is a wise PR move given some of the push-back YouTube has received by way of brand safety and the prevalence of objectionable content aimed at harming children.
With regards to when the company plans on announcing the chosen recipients of the production grants, we can expect an update “in the coming months.” In the meantime, additional information and details on the program can be found here.
To learn more about what YouTube has in store for 2018 and to explore emerging trends in video and brand safety, join us at SMWNYC (April 24-27). Claim your pass today.
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