Measuring impact with YouTube Creators for Change

Impact Measurement

The problem

Each year, Google and YouTube gather selected content creators to partake in a program on social change. spur: was engaged to help these creators understand what drives change, and how to measure it.

The solution

A series of workshops on understanding the drivers of change and ways to measure and understand the progress you are making.

Project updates

YouTube Creators for Change programs continues each year with a new cohort of young creators.

The Problem

Outputs without clear outcomes

Hate speech is, unfortunately, becoming a large part of digital experience.

"YouTube Creators for Change” is a global initiative that supports creators who are tackling social issues and promoting awareness, tolerance and empathy on their YouTube channels. It is built on the belief that no matter what kind of videos people make, everyone have the power to help create the world they want.

It is built on the assumption that if "hates begets hate", then "good also begets good". However, a clear strategy for social impact is needed that goes beyond the number of likes or shares a video receives.

The Solution

Impact mentoring

Love Frankie, the Asia-Pacific project lead for Creators for Change, asked spur: if we could work with the Australian Creators in 2018. Our brief was to help them examine the social impact they want to have within their community, and to devise a roadmap that includes, but also extends beyond the video content they create.

Sounds like a blast. Count us in.

Our goal was to help shift creators from purely creating content to thinking strategically about how to create long term impact. We ran the Creators through an intensive on designing for real change and how to measure your outcomes. We then provided coaching on their ideas and how to embed metrics into their projects.

The Process

Understanding context

The workshop was based around questioning

1 · Values and Impact

  • Why is the creator involved with the project?
  • What is the difference they want to make in the world?
  • What is the context in which their change exists?

2 · Measurement

  • What is evidence of change?
  • How do we foster change?
  • What are barriers in creating change?
  • Who else is working for and against this change?

3· Engagement techniques

  • Why would people want to engage?
  • Why would people not want to engage?
  • What is the language being used?
  • How are communities being leveraged?
  • How is action embedded?

The Impact

Focussed strategic direction

The 2018 creators are now far more aware of how their content fits within the larger aim of creating social change. We can't wait to see how these projects track over time, and how the new crop of Creators tackle important social issues.

Pass the popcorn.

project team

Lee Crockford
Lee Crockford
William Smith-Stubbs
William Smith-Stubbs

William Smith-Stubbs

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