About this campaign
How on Earth? is a makeover-format series built for the YouTube era where personal storytelling meets scalable climate impact.
Each full episode follows one everyday person asking real climate questions ranging from fast fashion to fossil fuel and water to food waste. Guiding them are the 5 Earth Archetypes: friend-like hosts who each embody a unique way of relating to the planet. Through their distinct lenses, they help the protagonist explore practical solutions, meet neighbors already doing them, and ultimately choose one idea to turn into both personal and community action. The result is transformation that feels joyful, relational, and contagious.
Why Climate? 85% of Gen Z care deeply about climate, yet most feel isolated or unsure where to start. How on Earth? bridges that gap by making climate action visible and relatable through story, friendship, and community.
Why YouTube? With over a billion hours watched daily on TV screens, YouTube has been the most watched channel for the past 2 years at 12% of viewership. Shorts fuel explosive discovery, while long-form builds bingeable trust. Each full episode of How on Earth? can generate a month’s worth of content via shorts, reels, and behind-the-scenes moments that feed the algorithm and deepen engagement. Plus, audiences are used to calls to action in YouTube content, so we can offer measurable engagement. Finally, as AI platforms like ChatGPT rely on YouTube transcripts in their answers, How on Earth? is positioned to shape not only culture, but the future of search.