The Free Press Journal has launched an integrated campaign targeting fake news and forwards.
Building on the thought of ‘you are what you read; we are what we share’, the campaign titled #ReadResponsiblyShareResponsibly is conceptualised by BeanstalkAsia and urges the public to help curb the spread of fake news.
It consists of a film which opens with the question about what’s spreading faster than the coronavirus, hinting at fake news as a deadlier phenomenon. It showcases different news cut-outs and whatsApp forwards that are forwarded to millions of people, without their facts being cross-checked. The film also features prominent actors and media personalities sharing the campaign slogan, reminding people to ##ReadResponsiblyShareResponsibly.
The campaign also has print and outdoor legs.
Abhishek Karnani, director, The Free Press Journal, said, “Fake news can actually destroy lives and nations. Especially in times like these when we are battling a pandemic, it can wreak havoc. The need therefore is to consume news from reliable sources and equally importantly, share only what is verified to be true. This campaign is a humble attempt to reiterate that point. As long as the problem of fake news persists, we need to keep reiterating the message that we need to ‘read responsibly’ and ‘share responsibly’.”
He added, “Social media and forwards are not all bad. We have seen a phenomenal growth of
our epaper edition on WhatsApp since the beginning of the pandemic. We are also encouraging people to download it for free and also share it with others. So, this is as much a brand campaign asking people to share what is reliable as it is to be wary of the ill-effects of fake news.”
Upendra Singh Thakur, founder and director, BeanstalkAsia, said, “We are delighted to partner The Free Press Journal in conceptualising this socially responsible campaign to pick on the unfortunate popular culture of mindless forwards of fake news. This multimedia campaign is a clever play of words that reflects the common behaviours of people at large on social media and messaging platforms. We are confident that the thought will resonate well with the public and encourage them to read responsibly and share responsibly.”
The campaign is also being promoted on digital and radio.
Client: The Free Press Journal
Business head: Upendra Singh Thakur
Creative head: Amitabh Chaterjee
Art head: Naresh Mestry
Copy team: Nidhi Vyas, Chetan Nayak
Strategy consultant: Gokul Krishnamoorthy
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