“My problem is I care too much,” said YouTube, poet and humanitarian Hussain Manawer in his opening talk on day two of the tenth Festival of Media Global in Rome.

Manawer discussed his career progression from working in Sainsbury’s, via Havas Sports & Entertainment to becoming a popular YouTuber through his channel Hussain’s House.

As a passionate advocator of human rights, he attempted to make videos in support of refugees in need but found that they were not getting the numbers of views his other material received. “It’s important to find the balance,” he said.

With YouTube in mind, Manawer commented that the marketing rules in youth engagement had completely changed. ”Young people are tired, bored and fed up of what they see,” he added, encouraging brands to market with attitude, brutal honesty and personality.

A big focus for honesty, and for that he pointed to influencer DJ Khaled, who every day posts his “major keys to success” on social media: “No one’s being as honest as Khaled.”

When working with Coca Cola, Manawer suggested a youth board of young people to come in and tell the company what they really wanted.

However, his next endeavour is to go in to space. Manawer described the process of getting selected for his interplanetary journey as “like The X Factor for humanitarian people”.

Another key aim, he said, is to create the world’s largest mental health summit.

Manawer concluded his energetic session with a performance of a poem he had written about the importance of childhood and creativity: “Give me nine boxes of chalk and let me play hopscotch.”