Virtue US, Wikipedia Launch 'Knowledge is Human' Campaign with a Strong Message

Online encyclopedia platform Wikipedia has launched a new brand campaign that celebrates the power of knowledge, truth, and collaboration.

Made together with agency VIRTUE Worldwide, "Knowledge is Human" spotlights the platform's editing model, and the aspects that make it unique and collaborative. 

The campaign culminates in various OOH billboards placed around New York and Los Angeles. 

One of the spots show information on the Rats of New York City, highlighting a 2023 study that revealed the number of rats in New York to be an estimated 3 million, which is nearly a third of its human population. 

Beyond the trivia, the campaign hopes to show that across all topics, information presented in Wikipedia is constantly verified by the collaborators of the platform. 

And it's thanks to them that Wikipedia remains to be a trustworthy source of information.

As one of the top 10 platforms visited around the globe, with over 15 billion views every month, Wikipedia's powerful campaign displays its strong brand identity — a champion of truth, knowledge, and community.

A Win for Knowledge

The campaign was deemed a success, reaching 4.5 million Americans both online and offline, and driving a 56% visitor increase for the Wikimedia Foundation. 

Wikimedia Foundation Director of Brand Zack McCune explains the idea behind the campaign, believing the world we live in "feels defined by online echo chambers, misinformation, and polarised opinions," leaving people skeptical of information sources.

McCune continued, saying the brand's latest campaign showcases this model both online and in the real world, "sharing the joy and the transparency of Wikipedia and its commitment to collectively  building content people can trust."

Recently, e.l.f. Beauty launched a new OOH campaign with Madwell that hops on the "dupe" trend.