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The Fake Fake News

77% of people in Latvia can not recognise false information. Yet many of them think that they are immune to fake news. Solution: Ads looking like fake news articles were created and published on Facebook. When clicked on, they brought people to a web page which said that they had fallen for fake news and five simple media literacy tips were explained. The only possibility to stop the ads was if people pledged to follow the media literacy steps on the website.

Awards

Member Club Gold Award Interactive & Mobile Non-profit/public service/NGO

Details

Categories:

Country:

Year:

Credits

Client:

Ministry of Culture of the Republic of Latvia

Agency:

McCANN Riga

Art Director: Gatis Zēbergs
Copywriter: Marts Pujats
Creative Director: Anete Kestere Valters Jonāts
Designer: Linda Justa Evija Banga
Senior Account Manager: Alise Baumane
Strategist: Oskars Libers
Strategy Director: Tatjana Baranovska

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