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Web Film
Concern Worldwide: #UnfortunatelyFakeNews
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Using #UnfortunatelyFakeNews, Ad Campaign from NGO Calls Out Income Inequality and Asks the Public to Help End Extreme Poverty. Just last year, an additional 150 million people were plunged into extreme poverty, which means they are now trying to survive on less than $1.90 per day. Meanwhile, billionaires are racing to space. With the situation more than ever, Concern Worldwide which has been on a 50+ year mission to end extreme poverty, whatever it takes is going so far to reach its goal, it’s exposing the corporations, and billionaires who could do more to end extreme poverty. In an advertising campaign titled #UnfortunatelyFakeNews, Concern will launch over 50 fake news headlines that report on real, tangible things the wealthiest, most powerful entities could do to end extreme poverty. Utilizing language, sentence structure, typography, and layout design, typical of a reputable newspaper or major news network, each headline appears to be real, until it lands upon a reveal and a CTA: #UnfortunatelyFakeNews. Until it’s real, please donate. To drive the point home, and even put the heat on corporations and people who could (but are not) helping to end extreme poverty, #UnfortunatelyFakeNews will appear in high-profile, strategically-placed, out-of-home units in major cities. Newscaster segments, featuring anchors and authentic network graphics & music, will disseminate #UnfortunatelyFakeNews in video pre roll. Audio ads will run on podcast networks like Crooked Media and NPR. The campaign will also appear across Facebook, Instagram, LinkedIn, Twitter, and Youtube. Most of these platforms are considered a breeding ground for fake news. But this is the first time they will see fake news being used, and spun, for a good cause.
Client: Concern WW Related |
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