Netsafe: Your News Bulletin: Newspaper

Credits & Description:

Client: Netsafe
Advertising Agency: Motion Sickness, New Zealand
Production: Motion Sickness
Director: Sam Stuchbury
Executive Creative Director: Sam Stuchbury
Creative Director: Jordan Stent
Creative Director: Sam Stuchbury
Creative: Anna Hughes
Art Director: anna maxwell
Copywriter: Alex McManus
Copywriter: William Macdonald
Producer: Joseph McAlpine
Head of Digital: Alex McManus
Planner: Josh Hawke
Strategic Planner: Lucy Brock
Editor: Jolin Lee
Head of Strategy: Hilary Ngan Kee
Website - ED.
Country: New Zealand
Published: August 2020
Synopsis:
Your News Bulletin. A campaign for Netsafe, created to help tackle the big issue of misinformation and fake news. Based on the latest research by Netsafe, 52% of Kiwis admit they have fallen for fake news, mostly due to misleading articles or headlines. The campaign aims to educate Kiwis on how to better spot fake news, and to think critically before sharing it.
Our strategy: beat fake news by playing it at its own game. Using satire (and well, fake news) we aim to capture attention by initially fooling the audience into thinking our increasingly ridiculous news stories are real. They are then directed to the ‘fake news trainer’ at - www.yournewsbulletin.co.nz.
11,300 visitors to the ‘fake news trainer’ website in the first 4 days (launched 20th August)

More 'news' bulletins across digital, TV, print, OOH and radio over the next 6 weeks.