Situation

In Italy, more than 1 million of people look for informations about anti-Covid19 vaccine on anti-vaccine channels. This created a lot of confusion and disinformation about vaccines themselves.

Brief:

Urban Vision is one of the most important publishers and dealers of advertising spaces on buildings and monuments undergoing restoration, located in the crowded centers of the main European cities. Its billboards have great visibility and impact. So, Urban Vision decided to proactively use its influence to help Italian Governement and Health Istitutions for telling the truth about vaccines.

Objective:

Raising the awareness about how dangerous fake news about vaccines can be.

The target is the widest one: all the people have to be aware about the danger of fake news and the importance of being vaccinated, even the anti-vaccine protesters.

That’s why Urban Vision chose a billboard in the center of Milan: because as many people as possible (in that point, more than 7.500.000 contacts are earned every month) could read the message.

Moreover, in that specific point of Milan massive anti-vaccines protests took place: the pro-vaccine message was blurted out to anti-vaccines protesters.

A very direct approach was used: a straight-to-the-point message in a very strategic place.

This special billboard used the 3D effects in order to give more effectiveness and spectacularity to the message. How? Urban Vision took the most shocking fake news (like “Vaccines change our DNA”) from the undercovered anti-vaccines channels and showed them on the billboard, as if they were announced by a News TV Channel. Then, unexpectedly, the model of a nearby sunglasses OOH rips off the fake news, revealing the truth about vaccines, explained by line of the campaign: “THE TRUTH IS THAT FAKE NEWS ARE DANGEROUS”.

The billboard itself became news, spread by the most popular newspaper in Italy, as well as others. “Break the Fake” was used as a hook to describe how fake news can be dangerous. In just 24 hours “Break the Fake” did 4 millions impressions.

The public opinion was positively hit by the project and, while the billboard was installed, almost 500.000 Italians did the first vaccine dose.