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Soc Med - Campaign Proposal

Group 1 proposes an advocacy campaign called FACTS to educate the public on how to identify misinformation online. The campaign aims to promote responsible social media use and influence people to share truthful information. FACTS will target younger people ages 18-29 and later expand to those aged 45+. Over several weeks, FACTS will address topics like defining false news, fact checking, and combating misinformation using Facebook, Instagram, TikTok, YouTube and Twitter posts, as well as online forums, videos, and blog posts. The goal is to make learning about verifying news sources an engaging experience through infographics, videos, and interacting directly with the audience.

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0% found this document useful (0 votes)

56 views16 pages

Soc Med - Campaign Proposal

Uploaded by

Marie Janine Tuazon

We take content rights seriously. If you suspect this is your content, claim it here.

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Download as PDF, TXT or read online on Scribd

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2021 Campaign

ACTS
A CAMPAIGN PROPOSAL

1/13 GROUP 1
2021

INTRODUCTION
All social media users are responsible for each content they
create and share. At present, fake information is all over
the place and is fanning out quickly. Individuals become
victims or potential carriers of such a deception. Moreover,
the expression "think before you click" is pointless if
individuals can't recognize truth from fallacy. Subsequently,
as communication students who comprehend the
importance of effective communication, we consider it to
be our objective to take action and educate individuals on
how to manage the data they get and how to check FACTS.

ADVOCACY CAMPAIGN FOR JULY

2021

CAMPAIGN F fair

A
LOGO
accurate information

C credible source

T timely

S specialist approved
ADVOCACY CAMPAIGN FOR JULY
2021

MISSION VISION
To stop the spread of
misinformation by educating To become a nationwide
Filipinos through consistent campaign/educator of the Filipinos
educational campaign events and against misinformation.
activities.

ADVOCACY CAMPAIGN FOR JULY

2021

OUR GOALS
FACTS was created with hopes to stop the spread of fake news/information by
educating people about the topic and its effects. The campaign aims to achieve
the following:

1 2 3
Promote Educate people Influence people
responsible use about Fake to become
Information and its purveyors of
of social media effects
truth

ADVOCACY CAMPAIGN FOR JULY

2021
1st-3rd week of launching FACTS

THE
AUDIENCE
The campaign primarily targets the younger
demographic, ages 18-29, as they are active social
media users and consumers. Educating students and
even working professionals will be a stepping stone
in spreading awareness about fake information. In
partnership with professionals and students from
other institutions, the campaign will be able to
properly cater the target audience.

ADVOCACY CAMPAIGN FOR JULY

2021

2nd month-FACTS slowly expands

30000
TARGET
AUDIENCE
20000

As the brand expands, we will no longer just aim for

those students who know the platform. FACTS
10000 Campaign will slowly address all social media users,
though specifically targets elderly people within the
age of 45+. According to a research from Utrecht
0 University of Netherlands, the age group 55-64 had
13-17 18-24 25-34 35-44 45-54 55-64 65+ the most fake news consumption on the Facebook
platform, .

https://www.researchgate.net/publication/336944922_Consuming_Fake_News_A_Matter_of_Ag
ADVOCACY CAMPAIGN FOR JULY e_The_perception_of_political_fake_news_stories_in_Facebook_ads
2021

1st-2nd week Defining False #FactsMatter #FACTvsFAKE

Information
3rd week week

3rd-4th week
The Effects of
What is False Comparing articles
disseminating fake

TOPICS
News/Info? about certain issues
news

AND
Why do people share Combating false Comparing
fake information information sources

CATEGORIES
online?

How to identify The cycle of the The Five C's of

false information Illusiory Truth Effect Critical Consuming

ADVOCACY CAMPAIGN FOR JULY

2021

1st-2nd week Fake News & the Social

Fact Checkers
Media companies
3rd week week

3rd-4th week
Legitimate How Facebook
sources useful combat false

TOPICS
to fact check information

Good websites to What to do? Twitter

AND follow and read is no platform for fact
checkers

CATEGORIES Gravity of Photos: How

Instagram spread false
information

ADVOCACY CAMPAIGN FOR JULY

2021

CAMPAIGN
STRATEGIES
FACEBOOK FRAMES
PUBLICATION MATERIALS (PUBMATS)
Various campaign strategies
will be used to disseminate FB AND IG STORIES
information across different TIKTOK VIDEOS
social media platforms.
YOUTUBE SHORT VIDEO
TWITTER POSTS

ADVOCACY CAMPAIGN FOR JULY

2021

Bring infographics to the next level

FRICTIONLESS infographics
Infographics help cover “heavy” topics in an enjoyable way. Social
media users rather look at an infographic than read a lengthy text
EXPERIENCE containing the same content. Facts & figures lend authority and
give readers a tangible point of reference.

Make impactful short videos

Since Tiktok and Youtube has paved a trend corner in social media,
FACTS is going to create short videos to promote the advocacy of the
brand. these videos will also be linked through various platforms such
as Twitter, Facebook and Instagram.

Scheduled forum/online segments through FB/IG live

We will be making a timeline to disseminate our activities in promoting
our advocacy. The planned seminars will be done thrice a month
targeting the topics and sub-categories. Media practitioners/
professionals will be invited as well. The link will be shared to all of our
social media accounts.

ADVOCACY CAMPAIGN FOR JULY

2021

Optimizing blog posts through KEYWORD

FRICTIONLESS For lengthy content, FACTS will be using blog posts. using
EXPERIENCE keywords/ main topics, it will help them remember important
content if and ever they cannot participate in the forum, and will
serve as an alternative other than the short videos.

Free FACTS board (LIVE)

In a week, there will be a scheduled free FACTS board day wherein
we will be interacting with the audience. They are free to share the
stories they want to ask and verify. Other people could comment
down too. It will be a sit-in live interaction video with the audience.

Tailoring our status updates

We will not just type our blog's post headline into all of our social
site's status boxes. We will carefully tailor our status or headline for
each community, and send multiple updates on different days and
different times. This is very fundamental to assure good experience
from the audience, and an immediate service/interaction.

ADVOCACY CAMPAIGN FOR JULY

2021

INFOGRAPH
SAMPLE

CONTAINS TIPS ON HOW TO CHECK IF AN

INFORMATION IS FAKE OR FACT.
INFOGRAPHICS WILL BE POSTED ON
FACEBOOK TO COVER THE TARGET
AUDIENCE.

ADVOCACY CAMPAIGN FOR JULY

2021

STORYTELLING
TEHCNIQUE
For our short videos, sparklines will be used to fuel a desire for
Sparklines change in the audience. It's a highly emotional technique that is
sure to motivate your audience to support you.

Good for:
Inspiring the audience to action
Creating hope and excitement
Creating a following