YouTube x NOMINT
Case Study
In this important multi-year campaign, YouTube and NOMINT set out to address one of the most urgent challenges of the digital age: how young audiences consume, question, and trust the content they see online.
Hit Pause is a media-literacy campaign comprising of a series of animated films, designed to help teens navigate the online world safely. Through short, engaging videos, the campaign teaches essential media-literacy skills and encourages critical thinking before sharing or believing online information. Released as a series of public service announcements, the films were crafted to feel accessible, relatable, and non-judgmental, meeting young audiences where they already are and speaking in a visual language native to digital culture.
Reaching millions of viewers across YouTube’s global platforms, the campaign helped spark conversations around misinformation, manipulation, and the importance of pausing to reflect in an always-on media environment. The work stands as proof that thoughtful storytelling and carefully considered craft can empower audiences, shift behaviour, and support meaningful education at scale.
YouTube Hit Pause: Distractions can be hard to spot NOMINT
YouTube Hit Pause: Emotional language can be hard to spot NOMINT
YouTube Hit Pause: “Experts” can be hard to spot NOMINT
YouTube Hit Pause: False dilemmas can be hard to spot NOMINT
YouTube Hit Pause: The whole picture can be hard to spot NOMINT
YouTube PSA Hit Pause: Look out for YouTube’s new content labels NOMINT
YouTube Hit Pause: Before you react to a story, hit pause NOMINT
YouTube Hit Pause: Before you believe a headline, hit pause NOMINT
