Veja: Cover

Credits & Description:

Agency: DM9DDB
Geo: Brazil
Brand: Veja
Published: March 2018
Synopsis:
Magazine was with two covers and a manifest about its role on behalf of truth.
This week’s issue of VEJA came with a brand new editorial action against the fake news that took over social media. In partnership with DM9DDB, the campaign seeks to alert about the damages that fake news can bring to democracy, freedom of expression, and to society as a whole.
The magazine was printed with two covers. In addition to the real cover, another one, on the back cover and upside down, featured fake news already seen on the internet. The fake cover has a caricature of Facebook founder and CEO saying “Brazilians have ruined Facebook,” followed by the question “Do you know the truth about the phrase attributed to Mark Zuckerberg that went viral on the internet?” In three internal editorial pages, this and other fake news were reproduced, and sources that published lies in the digital universe were identified.
VEJA also ran an ad created by the agency titled See if this is true, with a manifest about the magazine’s role on behalf of truth.