Agency Network: 
October 2021


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.

Film advertisement created by IPG, Australia for Facebook, within the category: Media.

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
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