You might have seen this film circulating the internet, and for good reason.

We were lucky enough to meet Em at YouTube Space London recently, and now she’s started a huge social discussion on the topic of beauty standards online and in real-life.

We get loads of comments on the content we produce here at The Distillery, and we love reading (and responding to) all of them as it’s such a good way to really bring a community and a discussion to life.

We love that Em has built this piece of content around the comments she received. Bringing the audience right into the content creation has pushed them straight into the centre of the discussion.

Another great example of building content around community discussion is the Cyber Grand Prix winner at Cannes Lions 2015: The Droga5 campaign for Under Armour.

Comments can be an extremely powerful way to connect with your audience. You just have to be listening.