The core challenge was perception. Despite Wikipedia’s extensive and well-curated content, Nigerian students and academics often dismissed it as unreliable. The campaign needed to educate, engage, and shift entrenched mindsets within a critical demographic.
We built the campaign around video-led storytelling to visually and memorably demonstrate Wikipedia’s reliability, accessibility, and relevance for academic work. By targeting students and academic communities across digital channels, we created content that highlighted Wikipedia as a credible reference source while appealing to everyday research needs.
A digital-first campaign leveraging high-quality video content and targeted social engagement. The videos were crafted to educate, inspire, and normalize citing Wikipedia in research, helping shift perceptions within both students and academic communities.
These shifts translated into measurable improvements:
Increased awareness of Wikipedia’s credibility among Nigerian students and academics
Strong engagement on video ads across social and academic networks
Shares across social media
