Viltus viltus ziņas / The fake fake news

Klients: Kultūras ministrija / Ministry of Culture of the Republic of Latvia

Autors: McCANN Riga

Projekta apraksts:

Situācija: 77% Latvijas iedzīvotāju nespēj atšķirt nepatiesu informāciju. Bet daudzi no viņiem uzskata, ka neiekristu uz viltus ziņām.

Risinājums:
Tika radītas reklāmas, kas izskatās pēc viltus ziņu rakstiem un publicētas Facebook. Kad cilvēki uz tām klikšķināja, viņi nokļuva mājas lapā ar pieciem vienkāršiem medijpratības punktiem un viņiem tika paskaidrots, ka viņi ir iekrituši uz viltus ziņām. Mājaslapas apmeklētājiem, sāka visur internetā sekot baneri ar viltus ziņu virsrakstiem, pārbaudot viņu jauniegūtās zināšanas.

Cilvēkiem tika dota iespēja atteikties no baneru izsekošanas, ja viņi apņemas turpmāk ievērot medijpratības principus.

Project description:

Situation: 77% of people in Latvia can not recognize 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 ve simple media literacy tips were explained.

Website visitors which had fallen for the fake news articles were retargeted and tested with banner ads showing more fake news clickbait articles and banner ads reminding the media literacy tips. The banners followed them everywhere on the internet.

The only possibility to stop seeing the ads was if people pledged to follow the media literacy steps on the website.