Our film noir-inspired, localised campaign combatted online manipulation across 27 pan-European countries ahead of the EU Elections.
Challenge
The spread of misinformation online poses a huge threat to societies around the world. Jigsaw, a Google unit tackling these threats, wanted to empower people across Europe to spot the signs of online manipulation and better recognise misinformation
Approach
Landing such an important message across a diverse pan-European audience (27 countries to be exact) needed some serious research. We noticed a shared interest in crime genre content across all markets. Driven by this insight, we created a series of Film Noir style animations. Our 3 key films aimed to educate viewers about one of society’s biggest online threats in a human and relatable way.
Working in animation allowed us to design culturally-neutral characters and settings, making the pan-European message feel locally relevant. We created over 260 different versions of the films, in 29 languages, as well as a toolkit of social media assets to support the campaign. The paid campaign ran on YouTube in the major markets, as well as organically via a wide range of partners.
Results
This campaign has just been launched. Watch this space for results - coming soon!
