META – Facts in Focus campaign
Fake news is nothing new, it is a tale as old as times. In fact, the recorded history of disinformation dates to ancient Rome with Julius Caesar considered among the first leaders to use fabricated stories to manipulate public opinion and gain advantage.
Today, the explosion of social media platforms has created a breeding ground for fake news. The ease of sharing information, coupled with algorithms that prioritize engagement over accuracy, has fuelled the spread of misinformation to a level that can destroy trust, businesses and even incite violence. Currently, Facebook is the largest social media platform on the planet. With over 3 billion active users it has steadily turned into the biggest nest of fake news.
Knowing that, since 2016 Meta, the parent company of Facebook, Instagram, Threads and WhatsApp, is investing millions of dollars in content moderation to stop fake news spread. However, with over 50% of internet users using social media as a main source of news, Meta is constantly looking for new approaches to fight misinformation.
In this context, in 2023 M3 Communications Group, Inc. was tasked to execute a creative influencer marketing campaign targeting media, social media users and the mass audience to educate people to spot fake news and help cease their spread in Bulgaria. Thanks to the well-thought strategy and creative storytelling, the M3 team succeeded in conveying the campaign messages and strengthening the overall perception that Meta protects its users.