The RAND Corporation, a globally recognized think tank, asked us to help promote truth. That was the brief.

But the budget was pretty small in comparison to the problem: the slow dissolution of truth and facts in the United States of America. No big deal.No one is having nuanced policy discussions and opening themselves to new facts in the comments of YouTube paid pre-roll ads, so we had to make something else. We partnered with YouTube creators like Neil Halloran and Minute Earth to co-create content in their unique styles for their hyper-engaged audiences. The result was over 43M and over 2M video views to date for content that is 5-25 minutes long. Over a year later, discussion continues in the comments section.

To reach outside of the core audiences of our creators, we created an ominous social campaign to get more eyes to the films. These particular films used clever sound design in sound-on social environments to snag attention.

RAND wanted to start a conversation, which is always difficult. Even more so on YouTube. But not impossible.

Our campaign system extended into their owned channels, providing a framework to deliver more direct information about information hygiene online.

This project also generated the worst PR-generated headline I’ve ever seen:
Shots - Can You RANDle the Truth