With a desire to target males 18 - 34 with a source control message from the CRD, we knew traditional media just wouldn’t connect with the target group. After all, this group watches very little broadcast TV and reads few newspapers. They are, however, the largest consumers and creators of online content and social media sources.

So our recommendation was a YouTube - based online course called “Source Control 101” at Sustainable U. Utilizing a little-known feature on YouTube that allows for videos to be linked, we created seven linked videos that have become, in effect, a create-your-own adventure. The visitors are shown a source control scenario, then asked to make the sustainable choice or not. If they choose not to be sustainable, they are shown the consequences of their actions. Choose correctly and they move on to the next level. Once they successfully complete all three levels, they receive a key word to enter a contest for a sustainable prize.

At this point, the campaign becomes less a call for entries and more of a call for content. Using YouTube’s built in Video Response feature which allows viewers to post video feedback rather than just text, participants now have a chance to win monthly prizes and make a name for themselves as supporters of a sustainable lifestyle. The video responses that best demonstrate a viewer’s commitment to sustainability are featured on the companion microsite: www.sustainableU.ca.

This online university/video game/public service message/contest targets males 18-34 perfectly. It’s college based, involves gaming and offers prizes like a Honda motorcycle and Sony PS3. What’s more, since the content is on YouTube, it’s ready to go viral instantly. In addition, the videos are linked to a Sustainable U Facebook page and Twitter account. Click the image below to visit the site.