FRED & FARID LOS ANGELES, Los Angeles / CONCERN WORLDWIDE US / 2022
Why is this work relevant for Titanium?
#UnfortunatelyFakeNews is a disruptive idea in an already incredibly crowded category, for a situation and cause that’s more dire than ever. The brand, Concern Worldwide – which has been on a 50+ year mission to end extreme poverty, whatever it takes – went so far to reach this goal, it was willing to expose the corporations and billionaires who could do more to end extreme poverty.
Concern is pointing out the unjust disparity between the ultra-wealthy and more than 800 million people living on less than $1.90 per day. Beyond that, Concern is calling out the individuals who are best equipped to make a difference… and ultimately exposing the undeniable truth that, with so much wealth in the world today, there is no reason (and no excuse) for extreme poverty to exist.
Describe the creative idea
Fake news has been taking the world by storm. Recognizing this, Concern Worldwide -- which has been on a 50+ year mission to end extreme poverty, whatever it takes -- found a way to take fake news, and use it for good.
In the campaign titled #UnfortunatelyFakeNews, Concern launched over 50 fake news headlines, calling out real things that corporations, governments, and billionaires could do – but have not yet done – to end extreme poverty.
Example: “‘SPACE CAN WAIT.’ BILLIONAIRE PUTS PASSION PROJECT ON HOLD. REDIRECTS BILLIONS TOWARDS ENDING EXTREME POVERTY.” Utilizing language, sentence structure, typography, and layout design, typical of a reputable newspaper / network, each headline appeared to be real, until it landed upon: #UnfortunatelyFakeNews. Until it’s real, please donate.
Describe the strategy
Create a culturally disruptive campaign that pulls donating to Concern into the spotlight and quickly makes it a relevant, top-of-mind brand name in the US.
Describe the execution
To drive the point home, #UnfortunatelyFakeNews appeared in out-of-home placements, strategically secured near the corporations and billionaires the headlines were referencing.
Audio ads ran on podcast networks like NPR and Crooked, known for their real news, where the #UnfortunatelyFakeNews reveal would be even more shocking.
Newscaster segments, featuring real anchors and authentic network graphics & music, also disseminated the #UnfortunatelyFakeNews in video pre roll.
Social media was a major part of the campaign, spreading the #UnfortunatelyFakeNews across every major platform.
List the results
+200% Increase in organic site traffic
+150% Relative lift in CWW ad awareness
+30% Reactive lift in added brand awareness
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