'You don't just watch the news' is a campaign created
for the launch Vice News on Youtube.

News always feels so distant. Not because it’s happening somewhere else but because it feels inevitable. Unchangeable. Like we have absolutely no role to play in it. Even how we see it can be so one sided that there’s no room for a response let alone an emotion. When we become disconnected we become apathetic and when we’re apathetic how can anything get better.

We created this campaign to showcase the power of Youtube as a news platform. A social network that empowers their audience to rather than telling them what to believe. It began with an anthem TV commercial and was followed by a series of films that were based on real stories happening at the launch of the campaign. Next we took over New York City with billboards, posters and digital screens. 

In the end we created a campaign that connected Vice News with an emerging yet active audience of people who 'don't just watch the news'.