The Creator Playbook
- Date:
- July 2026
- Download:
-
A step-by-step guide for the United Nations to activate impactful, creator-led campaigns.
This playbook is a practical resource for impact strategists, agencies and institutions to use before campaigns are designed and budgets are finalized. It is issue-agnostic and field-tested, a step-by-step operating system for activating creator-led cultural change grounded in years of implementation between The Social Good Club and the UN Spotlight Initiative.
The five pillars of the fellowship model
- Trust over reach: We prioritize cultural influence, trust and relevance over follower count. Creators are selected based on their relationship with specific communities, their ability to spark dialogue and their openness to engaging with complex issues. This includes “unlikely” voices who can reach audiences that traditional campaigns miss.
- Capacity-building through context: Creators are supported with issue education, lived-experience insight and narrative framing, enabling them to speak with confidence and care. Rather than scripting content, the fellowship builds understanding by allowing creators to translate complex issues into language their audiences already know and use.
- Creative autonomy with guardrails: We provide clear goals, core facts and safeguarding principles, then trust creators to shape the story. This co-creation process ensures that content feels native to each platform and community, while remaining aligned with institutional mandates and values.
- Community incubation: The fellowship functions as a learning cohort, not a roster of individual posts. Creators learn from one another, exchange approaches and cross-pollinate audiences, deepening narrative experimentation and expanding pathways into the issue.
- Sustained engagement and measurement: This is not a one-off activation. The model emphasizes long-term relationships, iterative storytelling and qualitative impact, including audience sentiment, ongoing dialogue and whether creators continue engaging with the issue beyond the campaign cycle.
