Stand Up To Cancer responds after its YouTuber campaign featuring Zoella is blasted for lack of diversity

YouTube has been criticised over the campaign's lack of diversity

Stand Up To Cancer has issued a response after coming under fire for its influencer-fronted 'Stand Up To Cancer With YouTube' campaign.

The fundraising entertainment initiative, which is designed to increase awareness of the disease, came under fire yesterday after it unveiled its partnership with YouTube for a '1000-hour fundraising mission' via a series of portraits of YouTube creators – all of them white.

The launch campaign was being fronted by YouTube royalty like Zoella, Caspar Lee and Alfie and will see the well-known faces make videos in their signature styles encouraging fans to donate, ending in a four-hour long live-streamed YouTube event on Sunday 15 October.

The lack of diversity among those chosen to front the push, however, did you not unnoticed, with several YouTubers and fans taking to Twitter to express their dismay at the situation and call out both companies involved.

Stand Up To Cancer responded to lifestyle vlogger Grace Victory on Twitter, saying it hoped to work with her, and others, to represent creators from all backgrounds.

Meanwhile, a spokesperson for Stand Up to Cancer told BuzzFeed News: “Stand Up to Cancer with YouTube is a campaign that unites the YouTube community to beat cancer and transform lives.

“We have been, and we still are, approaching creators from across the community to get involved. Linda’s photos launched the campaign and featured some of the most well-known faces from YouTube, but there’s lots more activity to come.”

They added: “We’re delighted that creators from diverse backgrounds have agreed to get involved with 1,000 hours of fundraising from now until October. Their support is going to be invaluable in encouraging everyone to stand up together against cancer.”

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.