| Başlık | #UnfortunatelyFakeNews |
| Haftanın | FRED & FARID Los Angeles |
| Kampanya | #UnfortunatelyFakeNews |
| Reklamcı | Concern Worldwide |
| Marka | Concern Worldwide |
| İlk Yayınlanma Tarihi | 2021 / 9 |
| Sektör | Charities, Foundations, Volunteers |
| hikaye | Fake news has been taking the world by storm. Recognizing this, Concern Worldwide -- which has been on a 50+ year mission to end extreme poverty, whatever it takes -- found a way to take fake news, and use it for good.In the campaign titled #UnfortunatelyFakeNews, Concern launched over 50 fake news headlines, calling out real things that corporations, governments, and billionaires could do – but have not yet done – to end extreme poverty.To drive the point home, #UnfortunatelyFakeNews appeared in out-of-home placements, strategically secured near the corporations and billionaires the headlines were referencing.Audio ads ran on podcast networks like NPR and Crooked, known for their real news, where the #UnfortunatelyFakeNews reveal would be even more shocking.Newscaster segments, featuring real anchors and authentic network graphics & music, also disseminated the #UnfortunatelyFakeNews in video pre roll.Social media was a major part of the campaign, spreading the #UnfortunatelyFakeNews across every major platform.+200% Increase in organic site traffic+150% Relative lift in CWW ad awareness+30% Reactive lift in added brand awareness |
| felsefe | Concern will launch over 50 fake news headlines that report on real, tangible things the wealthiest, most powerful entities could do to end extreme poverty. |
| Sorun | Just last year, an additional 150 million people were plunged into extreme poverty, which means they are now trying to survive on less than $1.90 per day. Meanwhile, billionaires are racing to space. With the situation more than ever, Concern Worldwide – which has been on a 50+ year mission to end extreme poverty, whatever it takes – is going so far to reach its goal, it’s exposing the corporations, and billionaires who could do more to end extreme poverty. |
| Medya Türü | Television |
| Süre | |
| Reklam Sorumlusu | Colleen Kelly |
| Reklam Sorumlusu | Robbie Rusbuldt |
| Reklam Sorumlusu | Rebecca Babin |
| Reklam Sorumlusu | Candance Patel-Taylor |
| Yaratıcı Ajans Başkanı | Fred & Farid |
| Yaratıcı Yönetmen | Chelsea Steiger |
| Direktör | Peter Jacobs |
| Reklam Yazarı | Hilary Smith |
| Sanat Yönetmeni | Radouane Guissi |
| Sanat Yönetmeni | Bridget Callahan |
| Prodüksiyon Sorumlusu | Amanda Van Caneghem |
| Strategist | Jess Neill |
| Müşteri Süpervizörü | Mariam Salcido |
| Prodüksiyon Şirketi | Ways & Means LA |
| Yönetmen | Harry Israelson |
| Prodüksiyon Sorumlusu | Lana Kim |
| Prodüksiyon Sorumlusu | Jett Steiger |
| Prodüktör | Lauren Skillen |
| Prodüksiyon Şirketi Prodüktör | Cedric Troadec |
| DP | Ryan Carmody |
| Post Prodüksiyon | Tamara Treu |
| Editör | Nate Blackmon |
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