English newspaper The Free Press Journal has launched an integrated campaign targeting fake news and forwards.
Rooted in the thought that ‘You are what you read; we are what we share’ as a nation, the digital, radio, OOH, print and TV campaign urges the public to #ReadResponsiblyShareResponsibly.
Partners on board for taking the public interest message across include creative partner Beanstalk Asia, OOH partner Bright Publicities, TV partner TV9 (Marathi) and radio partner Red FM.
Abhishek Karnani, Director, The Free Press Journal, said, “Fake news can actually destroy lives and nations. Especially in times like these when we are battling a pandemic, it can wreak havoc. The need is to consume news from reliable sources and equally importantly, share only what is verified to be true. This campaign is a humble attempt to reiterate that point. As long as the problem of fake news persists, we need to keep reiterating the message that we need to ‘Read Responsibly’ and ‘Share Responsibly’.”
He added, “Social media and forwards are not all bad. We have seen a phenomenal growth of our e-paper edition on WhatsApp since the beginning of the pandemic. We are encouraging people to download it for free and also share it with others. So, this is as much a brand campaign asking people to share what is reliable as it is to be wary of the ill-effects of fake news.”
Upendra Singh Thakur, Founder and Director, BeanstalkAsia, said, “We are delighted to partner The Free Press Journal in conceptualising this socially responsible campaign to pick on the unfortunate popular culture of mindless forwards of Fake News. This multimedia campaign is a clever play of words that reflects the common behaviours of people at large on social media and messaging platforms. We are confident that the thought will resonate well with the public and encourage them to read responsibly and share responsibly.”
Client: The Free Press Journal
Business Head: Upendra Singh Thakur
Creative Head: Amitabh Chaterjee
Art Head: Naresh Mestry
Copy Team: Nidhi Vyas, Chetan Nayak
Strategy Consultant: Gokul Krishnamoorthy