Facebook is partnering with AAP to launch a media literacy campaign about Momentum
Facebook Australia has partnered with the Australian Associated Press (AAP) to launch Check the Facts, a nationwide media literacy campaign in Australia.
The nationwide social media awareness campaign, which starts today and runs through November 24th, aims to educate and empower Australians to understand, detect and prevent the spread of misinformation and to help people close to them do so support to do the same. The campaign will run on Facebook, Instagram, Twitter, YouTube and online with paid and proprietary channels.
The “Check the Facts” campaign takes up the simple concept of the “yellow card” rules for soccer / football and shows three videos of everyday situations: a chat in the office kitchen; Weekend BBQ; and Date Night at home watching TV, with a character mistakenly sharing misinformation based on three myths debunked by AAP FactCheck.
The campaign, which was launched as part of Global Media and Information Literacy Week 2021, is in line with this year’s theme: “Media and Information Literacy for the Public Good”.
The videos highlight the following top three tips for spotting misinformation: Who made the claim? What is the evidence? And what do trustworthy sources say?
In addition to the campaign videos, AAP has developed static images and four resources that are housed on the AAP FactCheck website factcheck.aap.com.au. These resources will keep people informed and empower them to proactively identify and avoid misinformation. They cover the definition of misinformation and media literacy, explain what misinformation is and their common characteristics, and define media literacy and why it is important.
‘Check the Facts’, AAP’s professional fact checkers, use three key questions to break down how anyone can identify misinformation. What is a trustworthy source? How To Know What Sources To Rely On In The Information Age And How To Spot Visual Misinformation: A Beginners Guide To Spot A Fake Image.
Facebook Australia, Head of Policy, Josh Machin, said, “We are proud to partner with AAP, one of Facebook’s external fact checking partners in Australia. We know that misinformation on social media can be difficult to identify at times, especially when it is related to COVID-19, which is why this initiative is so timely. The ease of the campaign is in getting people’s attention in a creative way – so that with AAP we can work seriously to raise awareness and improve knowledge on this important topic.
“It is extremely important for Facebook to connect people with accurate information.
AAP FactCheck, Editor Peter Bodkin, said, “The growing problem of misinformation is exacerbated by the fact that many Australian adults lack confidence in their ability to identify incorrect or misleading information. There are limited media literacy educational resources aimed at adults. So we partnered with Facebook to create this important campaign. In it, we share three basic questions that we use in our fact-checking processes. Stopping and looking at these questions can help build the critical thinking skills necessary to identify and avoid misinformation. “
Emma Cowdroy, CEO of AAP said, “AAP has been committed to fact-based journalism for more than 85 years, but our new mission as a not-for-profit news agency drives us to help Australians build their media literacy as we continue to serve them by combat misinformation circulating online and in the community. “
Momentum, Executive Creative Director, Matt Batten said, “You can’t ask Aussies to become investigative journalists every time they see a post on social media. But you can ask them to take time out and yellow card the things that are not fair. Aussies respond better to the language of the sport. This creative device makes the content assignable and stands out on the platforms on which we need the target group to change their behavior. “
Client: AAP and Facebook
Senior Editor, AAP: Holly Nott
Head of Policy Programs, Facebook: Cheryl Seeto
Strategy and Creativity: Momentum Worldwide Australia
Executive Creative Director: Matt Batten
Managing partner: Imelda Hodson
Senior Account Director: Isabelle Ward
Strategy: Anthony Dever, Kayleigh Franks
Creative: Dave Scott, Matt Batten
Design: Iv Siauwidjaja
Production: Elastic Studios
Producer: Kadi Lokk
Director: Simon Thomas