Yesterday, The Susan Wojcicki Foundation launched a YouTube channel bringing together leaders in science, technology, and healthcare to support early detection and prevention of lung cancer.
Behind the org: Susan Wojcicki was a mom of five and CEO of YouTube for a decade. In 2022, she was unexpectedly diagnosed with lung cancer, despite living a healthy lifestyle. She passed away in 2024 at just 56 years old.
This year, her family launched The Susan Wojcicki Foundation, bringing Wojcicki’s mission to YouTube alongside MrBeast, Mark Rober, Cassey Ho, Dr. Mike, Rhett & Link, and others.
The creator playbook for good: Creator content and marketing strategies have made their way to politics, Fortune 500 companies and Hollywood. Today, we’re seeing these strategies support nonprofits as well.
Zooming out: In 1985, “We Are the World” raised over $80M for humanitarian efforts in Africa. Four decades later, #TeamWater raised $40M+ to provide clean water to millions worldwide.
We spoke with Head of Creator & Community Partnerships at The Susan Wojcicki Foundation, Audrey Eatherly, about the foundation’s decision to launch on YouTube with the support of so many big creators:
“YouTube was always going to be important to us because it’s a natural home for this work,” Eatherly told us. “Creators have built real trust with their audiences, and they can make complex science feel approachable and human.”
If a single YouTube channel can do for lung cancer screening rates what we’ve already seen the creator industry do for children’s medical research, clean water, and animal conservation—we may see this playbook replicated by other nonprofits who need influential voices to raise awareness for their cause.
“Susan’s superpower was bringing diverse voices into the rooms that matter,” Eatherly said. “Similarly, we’d like to bring creators into the room with scientists, researchers, and patient advocates—and together, change the conversation around lung cancer.”
