YouTube has partnered with 30 India-based creators for the #CreateWithCare campaign, which urges people to make thoughtful, inspiring content and to foster communities that uplift marginalized voices.
Creators like Technical Guruji (21.8 million subscribers), Kabita’s Kitchen (11.2 million), Prajakta Koli (6.35 million), Madan Gowri (5.46 million), My Village Show (2.31 million), Salu Kitchen (1.18 million), Bhadipa (1.04 million), Wonder Munna (1.01 million), Kushiyagi Ramya (922K), and Vishal Langthasa (159K) are among the YouTubers who’ve signed on with the campaign so far.
Participating #CreateWithCare creators take a pledge to “make YouTube more inclusive and ensure that the entire creator ecosystem can come together and actually encourage more people with diverse and different voices,” Satya Raghavan, YouTube’s director of partnerships in India, told Indian Express Online.
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Creators will also focus on making “content that is mindful of diversity and respectful of different identities, cultures, and demographics,” YouTube said.
Another of the campaign’s goals is encouraging up-and-coming creators to make content that’s responsible, breaks stereotypes, and avoids cultural appropriation.
Raghavan said YouTube chose to launch #CreateWithCare in India because India is the platform’s “laboratory for the world.”
“As you know, we launched Shorts first in India, and we’ve expanded it all over the world,” he said. “We look forward to how we can take this program to many other places.”
Raghavan added that YouTube has seen some “amazing” Indian creators “from diverse fields and diverse content really come in and make this platform their own and put their voices out there, and in the process influence many other creators and users to be in sync with their ideas and form communities.”
According to data from App Annie, YouTube has more than 425 million monthly active users in India on Android devices alone.