A YouTube campaign
As part of the Greece-OECD project, a key goal of communications was to increase youth’s awareness of corruption issues, generate community responsibility amongst youth in Greece and encourage action on how to prevent corruption.
Rather than laying all the emphasis on the scale and scope of corruption, the aim was to engage in a conversation with youth and to highlight that young people have the power and responsibility to change the culture for the better in Greece.
Be the change you want to see
The campaign storyline “Be the change you want to see" is based on the creators' personal experiences of everyday corruption and bribery situations.
Through their YouTube videos, the creators aim to start a conversation with their audience by sensitising them to be aware of the cost of corruption, and encourage them to act for the greater common good.
Youth identify with Vloggers and Greek YouTube is one of the most dynamic and influential platforms today with 94% of users aged 15-24 visiting the platform every week.
What makes the content so successful is its authenticity. YouTube creators are authentic and their videos are almost homemade with "simple" cameras. Youth can easily identify and engage with the creators as they are everyday people with common concerns and interests.
Impact and evaluation
The reaction to the vlogs was positive and has generated a great deal of interest in corruption and public integrity amongst Greek youth. An illustration of the impact is indicated by the following results:
About the OECD-Greece Project
The Greek government is prioritising the fight against corruption and with the assistance of European institutions, is committed to taking immediate action. Under the responsibility of the General Secretariat against Corruption, Greece’s National Anti-Corruption Action Plan (NACAP) identifies key areas of reform and provides for a detailed action plan towards strengthening integrity and fighting corruption and bribery.
The main objective of this project is to increase integrity and reduce corruption in Greece through technical empowerment of the Greek authorities for the implementation of the National Anti-Corruption Action Plan. Read more about the project here.