THE UNFILTERED HISTORY TOUR

VICE World News, a global news brand for young audiences, faced the challenge of growing its cross-platform audience in a crowded media environment. To connect with younger readers and engage them with under-reported issues like colonialism, the brand launched the Unfiltered History Tour, a secret tour of the British Museum’s stolen colonial artifacts led by native experts from the countries where the artifacts were taken. The tour was successful, with 59% of Britons saying in a poll that they believed the Parthenon Marbles, part of the tour, belonged in Greece. The tour also generated 18 million impressions, over 100,000 tours, 2 million earned video views on TikTok, and a 40% rise in TikTok followers. The brand also saw a 49% increase in total impressions on Instagram.