Creative B2B > Creative B2B

ANTI-FAKE NEWS VACCINE

BETC HAVAS, Sao Paulo / GLOBO TV / 2023

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Overview

Credits

Overview

Why is this work relevant for Creative B2B?

We did a game-changing technology against Fake News and distribute for free to any portal.We did it just in the most polarized president election in history of the country with one purpose:protect democracy.4 out of 10 Brazilians receive fake news every day.This influenced the country’s 2018 elections,and everything point that the same would happen in 2022 elections.

Our idea stopped the easy way how fake news are made and had more than half billion views at the same month of 2022 elections in Brazil.This had helped people avoid misled voting choice and it’s still working on any news at oglobo.globo.com

Background

2018 elections in Brazil were directly influenced by Fake News and everything point that the same would happen in 2022 elections.

Committed to democratic values, O Globo, the biggest newspaper in the country, must do something to immunize the debate and slow down the Fake News machine to protect information and trust sources.

Describe the creative idea

A country that 4 out of 10 people receive Fake News every day, is a country that we can assume that it is passing through a fake news epidemic.

And how to end the epidemic?

Applying a vaccine.

So, we developed the Fake News Vaccine: a snippet of code applied to newspapers pages that react to any attempt of fraud by immediately covering the altered content with a watermark that points it out as fake, preventing people from being misled.

The solution is simple, costless and can be applied in any site to identify and destroy fake news instantly, before they become a threat to our democracy.

The Fake News Vaccine was developed and distributed free of charge to all portals.

Describe the strategy

We discovered that people with bad intentions were creating Fake News that looked like real news using an internet browser’s tool that allowed text edition on the newspaper’s sites with big credibility in Brazil.

Then, we developed and share for free a snippet of code that works like a vaccine for the website reacting to any attempt of fraud by immediately covering the altered content with a watermark that points it out as Fake News, preventing people from being misled by misinformation.

To make it big and relevant, we call the most important newspapers to talk about that, leading journalists to spread it, and celebrities shared it and showed how it works with their public. All this, to draw the attention of all news pages and distribute the fake news vaccine for free.

Describe the execution

We start it developing a snippet of code that can react to any attempt of fraud in websites texts.

With the code in hands, we share it for free on the internet for any newspapers portal or any person who wants to use it in their website’s main code, during the 2022 elections in Brazil.

In the same week that we launched it, big newspapers shared, high relevant journalists talked about it in their social media, influencers spread with their public and O Globo had the highest access rate in its history: more than 580 million secured pageviews.

List the results

The reaction of Fake News Vaccine was fast: it was shared by the biggest main newspapers in Brazil, celebrities and leading journalists of the country shared it in their social media reaching millions of people, and we had more than 580 million secured page views in O Globo.

Please tell us how the brand purpose inspired the work

O Globo is the biggest newspaper In Brazil and has a big credibility with Brazilians.

Its commitment with democracy is historical. All of that, because the O Globo purpose is sharing true and quality information with the people since its foundation in 1925.

A trustworthy source of information this size must be one of the main Brazil’s democracy allies to stop the wave of misinformation that took the country and world.

Is there any cultural context that would help the jury understand how this work was perceived by people in the country where it ran?

In Brazil, researchers conclude that 4 out 10 Brazilians receive Fake News every day.

And the main way that happened is through a print of a manipulated news from big newspapers websites that seems real.

People with bad intentions create fake news using a simple tool that every browser has that allow them to manipulate the text from news in every newspaper’s website.

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