This strategy aims to focus the attention and disseminate information on a specific issue in order to increase the knowledge of the topic and make verified data and information circulate across the general public. Through the breakdown of popular and widespread fake news the technique aims to counteract the spread of hoaxes, propaganda and disinformation pretending to be real.
The strategy uses fake news cards deliberately published across social media to catch the attention of the audience. Once the user is redirected to the website the hoax is overturned and wrong and common beliefs are compared to real data.
Example of implementation
This “Anti-slogan” strategy is used by MSF – Doctors Without Borders in the #MillionSteps campaign (an advocacy and fundraising campaign focusing on migrants and refugees) with the specific objective to raise awareness on migrants crisis, help to understand the global crisis and to contribute to disseminate correct information.
The tool is set up as a provocative webpage of false news, displaying a set of 10 cards reporting fake news about migrants and refugees as “They carry diseases” or “They have more benefits than Italians” or “Let’s help them at their place” or “They steal our jobs” and so on and so forth. To each of these fake cards are ten corresponding truths, to be discovered with a click. The cards can be easily shared by users through social media helping the dissemination of the message.
The Anti-slogan strategy was born while gathering the most popular questions that arose after launching the #MillionSteps campaign and formulating correct answers, based on the reality of the facts as a proposal to give everyone the opportunity to understand the current crisis.
Session “Building a fundraising strategy”
Letizia Galli, Luca Visone – Doctors Without Borders