Google Jigsaw: empowering users to spot and stop misinformation
By Toaster
Our film noir-inspired, localised campaign combatted online mnipulation across 27 pan-European countries ahed of the EU Elections.
The ask
The spread of misinformation online poses a huge threat to societies around the world. Jigsaw, a Google unit tackling these threats, wanted to empower people across Europe to spot the signs of online manipulation and better recognise misinformation.
The answer
Landing such an important message across a diverse pan-European audience (27 countries to be exact) needed some serious research.
We noticed a shared interest in crime genre content across all markets. Driven by this insight, we created a series of Film Noir style animations. Our 3 key films aimed to educate viewers about one of society’s biggest online threats in a human and relatable way.
Results
We created over 260 different versions of the films, in 29 languages, as well as a toolkit of social media assets to support the campaign.
The paid campaign is being run on YouTube in the major markets, as well as organically via a wide range of partners.