“Fake News” Cops A Roasting In Hilarious Spoof Ad For Online Safety Site

“Fake News” Cops A Roasting In Hilarious Spoof Ad For Online Safety Site
SHARE
THIS



Auckland-based ad agency Motion Sickness has launched a new education campaign for online safety and reporting site Netsafe, called Your News Bulletin.

Designed to help educate and build awareness around misinformation and fake news, the campaign was commissioned by Netsafe after the completion of New Zealand’s first survey to better understand the awareness of misleading and false information. Kiwis are getting caught up on what’s fact and what’s fiction, with 52 percent admitting they have fallen for fake news, mostly due to misleading articles or headlines.

The campaign, after four days, already 445,800 video views across Facebook, Instagram and Youtube and 11,300 visitors to the ‘fake news trainer’ website. Your News Bulletin will be trying to beat fake news at its own game for the next six weeks.

Check it out below:

Designed to help educate and build awareness around misinformation and fake news, the campaign was commissioned by Netsafe after the completion of New Zealand’s first survey to better understand the awareness of misleading and false information. Kiwis are getting caught up on what’s fact and what’s fiction, with 52 percent admitting they have fallen for fake news, mostly due to misleading articles or headlines.

Netsafe’s survey has revealed 93 percent of Kiwis have heard of the term fake news, nearly half (48 per cent) are concerned about mistakenly spreading it, and 14 percent mention seeing misleading stories related to COVID-19.

Your News Bulletin employs satire in creating ‘news’ to hook people into the campaign. It includes a series of hilarious kiwi videos depicting the ‘Your News Bulletin’ newsroom, in which presenters ‘Jim’ and ‘Kara’ report increasingly ridiculous fake news stories across traditional and social/digital media channels. The campaign has taken a fully-integrated approach, with ads across television, radio, print, outdoor and digital.

The Your News Bulletin ‘presenters’ use tactics like clickbait, misleading headlines, satire and more, all to try and lure people into visiting www.yournewsbulletin.co.nz. Once on the site, users are able to test their fake news knowledge, learn techniques to identify misinformation, and access resources to have conversations with family and friends. The campaign website was built in partnership with digital agency ED.

Commenting on the campaign, Motion Sickness founder Sam Stuchbury said: “People often feel a lot of anxiety in relation to misinformation and fake news. It’s a very intimidating, personal and charged topic often resulting in reasonably heated reactions. We felt using humour and satire in relation to fake news would help reduce some of the tension, making it easier for kiwis to interact with the campaign and therefore tackle the issue head on.

“Simulation is often the best form of education. Immediately confronting people with decisions around fake news (can this be real?) and then walking them through the critical-thinking process, albeit with a humorous spin, is a powerful and practical way to get the point across.

“We landed on the idea of building a fake news news bulletin pretty quickly. One of the core characteristics of fake news is that by its very nature, it often has some virality and sparks a lot of conversation. We asked ourselves pretty early on, “How can we use this to our advantage?”

“We’ve been really pleased amount of people interacting with the campaign, 445,800 video views and 11,300 visitors to the ‘fake news trainer’ website in the first four days,” Stuchbury said.

Please login with linkedin to comment

Ad campaigns Motion Sickness Netsafe

Latest News

Acast Adds New Brand Suitability Controls For Advertisers Via Comscore
  • Advertising
  • Media

Acast Adds New Brand Suitability Controls For Advertisers Via Comscore

Acast, the independent power source of podcasting has teamed up with Comscore to provide brand suitability controls for brands advertising through the Acast Marketplace. This new innovation is part of a global partnership with Comscore, and will be available to all advertisers working with Acast Australia and New Zealand. The brand suitability solutions offered by […]

Wavemaker Names Susie Si As New Vodafone Lead
  • Media

Wavemaker Names Susie Si As New Vodafone Lead

Media agency Wavemaker has appointed Susie Si as group business director – to lead the Vodafone account. Si joins from sister agency MediaCom, where she has spent the last 8 years. Most recently she was group client lead on News Corp. Si will report to Wavemaker Sydney managing director Ian Edwards, and replaces Emily Cook […]

Trade Indy Opens Sydney Office With Appointment Of NSW Commercial Director Ben Mulcahy
  • Marketing

Trade Indy Opens Sydney Office With Appointment Of NSW Commercial Director Ben Mulcahy

Headquartered in Melbourne, Trade Indy is expanding off the back of strong client retention and consistent growth through existing and new business. Founded in Melbourne in 2014, the team have since expanded the business through team members in Singapore, Indonesia, Tasmania and Queensland, and are pleased to announce the full-time employment of NSW commercial director […]

Outbrain Goes Public, Making Nasdaq Debut
  • Marketing

Outbrain Goes Public, Making Nasdaq Debut

Outbrain Inc. has announced the pricing of its initial public offering of 8,000,000 shares of common stock at a price to the public of US$20.00 per share. The gross proceeds to Outbrain from the offering, before deducting the underwriting discounts and commissions and offering expenses, are expected to be approximately $160 million. The shares began […]

HubSpot To Support The GO Foundation As Part Of World Certification Week
  • Technology

HubSpot To Support The GO Foundation As Part Of World Certification Week

HubSpot, the customer relationship management (CRM) platform for scaling companies, has announced that as part of its World Certification Week, it is supporting the GO Foundation with its mission to empower young Aboriginal and Torres Strait Islander people through education. As part of the support, HubSpot will donate $5 for every HubSpot Academy certification awarded […]

IntelligenceBank Secures $50M Investment From Five Elms Capital
  • Technology

IntelligenceBank Secures $50M Investment From Five Elms Capital

IntelligenceBank has today announced a strategic growth investment from Five Elms Capital. The $US37 million ($50 million) investment comes as brands and enterprises have realised that outdated technologies, disjointed data sources, and manual processes make it challenging to efficiently manage essential marketing workflows and ensure compliance across the organization. IntelligenceBank digitally transforms manual processes and […]

SCA Announces Ten New Dab Music Stations Via LiSTNR
  • Media

SCA Announces Ten New Dab Music Stations Via LiSTNR

Southern Cross Austero (SCA) announced today 10 all-new DAB+ music stations on LiSTNr. The introduction of the 10 new Dab stations takes the number of music stations to 25 and reinforces its commitment to growing exclusive music programs and content. The 10 new stations have been created to cater to a variety of moods and […]

SBS Launches Live Interpreting Of Daily NSW COVID-19 Conferences In Vietnamese And Arabic
  • Media

SBS Launches Live Interpreting Of Daily NSW COVID-19 Conferences In Vietnamese And Arabic

SBS has launched live interpreting of the daily NSW Government COVID-19 press conference in languages other than English, to provide communities with access to the latest information and critical health messages. The national-first initiative provides real-time interpreting of the press conferences in Arabic and Vietnamese, streamed live every day on the SBS Arabic24 and SBS Vietnamese Facebook pages, SBS […]

Linktree Chooses Snowflake To Support Intelligence And Analytics Activities
  • Technology

Linktree Chooses Snowflake To Support Intelligence And Analytics Activities

Snowflake, the Data Cloud company, today announced it has been chosen by market-leading linking platform, Linktree, to support the company’s business intelligence and analytics activities. Linktree enables creators, brands, artists, publishers, agencies, and businesses of all sizes to curate an online ecosystem and monetise their passion, instantly guiding their audience to the destinations they care […]

London, UK - August 01, 2018: The buttons of Snapchat, Facebook, Instagram and WhatsApp on the screen of an iPhone.
  • Media

Snapchat Sees 116% Increase In Revenue

The last time B&T saw impressive increases the size of 116% was the swipe left rejections on our Tinder profile.

by B&T Magazine

B&T Magazine
Woman hand using modern laptop computer to connect with live streaming video on social network
  • Technology

Xandr Sees 125% Lift In Video Spend

Xandr, AT&T’s data-enabled technology platform at the intersection of digital and TV, today shared results of premium video, Connected TV (CTV) and curated media spend on its platform for Q2 2021, which saw significant increases.

Taboola Acquires Connexity For $1 Billion
  • Technology

Taboola Acquires Connexity For $1 Billion

Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, helping people discover things they may like, announced today that it has entered into a definitive purchase agreement to acquire Connexity from Symphony Technology Group for approximately $US800 million. Connexity is one of the largest independent e-commerce media platforms in the open web, serving over 1,600 direct merchants, and 6,000 publishers.

How To Re-Engineer Your Event Mix With ON24
  • Partner Content

How To Re-Engineer Your Event Mix With ON24

Events are increasingly shifting online. You can't get loaded on booze & arancinis, but you'll save on dry cleaning

by B&T Magazine

B&T Magazine
Twitter Lifts Revenue 74% On The Back Of Advertising Boom
  • Technology

Twitter Lifts Revenue 74% On The Back Of Advertising Boom

Twitter has just experienced its fastest growth in revenue since 2014, with the social media platform benefiting from increased interest from advertisers. Revenue was up 74 per cent YoY, according to the company’s Q2 results, reaching $US1.19 billion ($1.6 billion) from $US683.4 million ($925 million) 12 months ago. The strong results came in the same […]

by B&T Magazine

B&T Magazine