Media literacy

Facebook Partners With AAP To Launch Media Literacy Campaign Via Momentum


Facebook Australia has partnered with the Australian Associated Press (AAP) to launch “Check the Facts”, a national media literacy campaign in Australia.

The national social media education campaign, launched today and running through November 24, aims to educate and empower Australians to understand, identify and prevent the spread of disinformation, as well as help their communities. relatives to do the same. The campaign will run on Facebook, Instagram, Twitter, YouTube and online with both paid and owned channels.

The “Check the Facts” campaign takes the simple concept of football / soccer “Yellow Card” rules and will feature three videos of everyday situations: a conversation in the kitchen at the office; Weekend BBQ; and a date home watching TV, where a character mistakenly shares misinformation based on three myths that have been debunked by AAP FactCheck.

The campaign, launched as part of Global Media and Information Literacy Week 2021, aligns with this year’s theme: ‘Media and Information Literacy for the Public Good’ .


The videos highlight the following three key tips on how to spot disinformation: Who made the complaint? What is the proof? And what do reliable sources say?

In addition to the campaign videos, AAP has developed static images and four resources that will be hosted on the AAP FactCheck website These resources will further inform and allow people to proactively identify and avoid misinformation. They cover, define disinformation and media education, explain what disinformation is and its common characteristics, and define media education and why it is important.

“Check the Facts,” AAP’s professional fact checkers, explain how anyone can identify misinformation through three key questions. What is a reliable source? How to Identify Sources You Can Rely on in the Information Age and How to Spot Visual Misinformation: A Beginner’s Guide on How to Spot a Fake Image.

Facebook Australia, Policy Officer Josh Machin, said: “We are proud to partner with AAP, one of Facebook’s third-party fact-checking partners in Australia. We know that it can sometimes be difficult to identify disinformation on social media, especially when it is linked to COVID-19, which is why this initiative is so timely. The lightness of the campaign is to grab people’s attention in a creative way – so we can work with the AAP to do the serious work of raising awareness and improving knowledge on this important topic.

“Connecting people to accurate information is extremely important to Facebook and this campaign aims to equip people with new skills to make informed decisions about what to read, trust and share. “

AAP FactCheck, Editor-in-Chief, Peter Bodkin, said: “The growing problem of misinformation is compounded by the fact that many Australian adults lack confidence in their ability to identify false or misleading information. Media literacy resources targeting adults are limited, which has led us to partner with Facebook to create this important campaign. We share three basic questions that we use in our fact-checking processes. Simply pausing and examining these questions can help develop the critical thinking skills needed to recognize and avoid misinformation.

AAP, CEO Emma Cowdroy said: “AAP has been engaged in factual journalism for over 85 years, but our new mission as a nonprofit newswire pushes us to help Australians develop their skills. in media education while continuing to serve them by fighting against disinformation circulating online and in the community.

Momentum, Executive Creative Director Matt Batten said: “You can’t ask Australians to become investigative journalists every time they see an article on social media. But you can ask them to call time-out and give those things that aren’t fair play a yellow card. Australians respond better to the language of sport. This creative device makes content relevant and stands out on the very platforms where we need the target audience to change their behavior. “


Client: AAP and Facebook
Editor-in-Chief, AAP: Holly Nott
Head of Political Programs, Facebook: Cheryl Seeto

Strategy and creation: Momentum Worldwide Australia
Executive Creative Director: Matt Batten
Managing partner: Imelda Hodson
Senior Account Manager: Isabelle Ward
Strategy: Anthony Dever, Kayleigh Franks
Creative: Dave Scott, Matt Batten
Design: Iv Siauwidjaja

Realization: Elastic studios
Producer: Kadi Lokk
Director: Simon Thomas

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