To help combat fake news circulating in social media, the Australian Associated Press (AAP) needed to teach Aussies how to spot misinformation. Featuring real memes of misinformation about winged spiders, beer preventing cancer, and Covid vaccines, this strategically retargeted content campaign arms viewers with the three simple questions that AAP’s professional fact-checkers use to debunk fake news. Launched during UNESCO’s World Media Literacy Week, and supported by Facebook, the campaign rolled out across Facebook, Instagram, YouTube and Twitter, receiving coverage from online news outlets including The Guardian.
This professional campaign titled 'Check the Facts' was published in Australia in October, 2021. It was created for the brands: Australian Associated Press and Facebook, by ad agency: IPG. This Film medium campaign is related to the Media industry and contains 3 media assets. It was submitted about 1 year ago by Executive Creative Director: Matt Batten of Momentum Worldwide Australia.
Advertising Agency: Momentum Worldwide Australia, Sydney, Australia
Executive Creative Director: Matt Batten
Managing Partner: Imelda Hodson
Senior Account Director: Isabelle Ward
Social Strategist: Anthony Dever
Social Strategist: Kayleigh Franks
Creative: Dave Scott
Designer: Iv Siauwidjaja
Managing Editor, AAP: Holly Nott
Head Of Policy Programs, Facebook: Cheryl Seeto
Film Production: Elastic Studios
Producer, Elastic: Kadi Lokk
Director, Elastic: Simon Thomas
Director, Elastic: Francois Cumunel