Rod Kommunikation launches campaign against fake news
Through carefully crafted fake news stories, the «Facts Matter» campaign encourages young people to take a more critical approach to disinformation. Rod Kommunikation developed the campaign in collaboration with the cantons of Zurich, Lucerne, and St. Gallen.
A mandatory social media audit in Switzerland starting in 2027, alphorns as a requirement for Swiss musicians on streaming platforms, or a unified European national soccer team: At first glance, these stories sound plausible, but they are entirely fictional. This is precisely the concept behind the «Facts Matter» campaign, which Rod Kommunikation developed in collaboration with the cantons of Zurich, Lucerne, and St. Gallen.
Fake News vs. Fake News
The campaign deliberately uses the mechanisms of disinformation: oversimplified connections, exaggerated statements, and sensational headlines. In short videos, the false reports are first presented and then exposed as disinformation. The whole thing is accompanied by a bear and the tagline «Don’t let anyone pull the wool over your eyes.» In this way, the campaign highlights how misleading content is created and encourages people to critically evaluate information on their own.
On a campaign landing page, interested visitors can find further information, strategies, and tools to strengthen their media literacy. The campaign features soccer player Sidney Schertenleib, musician Joya Marleen, and journalist and content creator Jan Löning. They are active on social media themselves and have firsthand experience with how quickly content—even distorted content—spreads.
Target audience: 18- to 25-year-olds
«Facts Matter» is being featured on TikTok, Instagram, and YouTube and is aimed primarily at 18- to 25-year-olds. In addition to the videos, other social media snippets feature canton-specific headlines that also use misleading content to encourage reflection. In the canton of St. Gallen, posters and flyers in libraries complement the campaign.
Contact person at the Canton of Zurich: Benjamin Tommer, Stefanie Keller (Department of Justice and Internal Affairs), Person in charge at the Canton of St. Gallen: Gloria Weiss (Department of the Interior), Person in charge at the Canton of Lucerne: Andrea Elmer (Department of Justice and Security), Contact at Rod Kommunikation: Fabian Bertschinger (Creative Director), Lisa Bolte (Concept), Lisa Bolte, Christine Spirig (Text), Shin Abt (Motion Design), Nadine Sperb (Senior Consultant), Contact person at Blueglass: Alessandra Gaito (Digital Solutions Consultant), Igor Stampfler (Digital Solutions Consultant), In charge at Jim & Jim: Erika Gritzfeld (Production Manager), Contact at Markenfilm Switzerland: Joel Scheidegger (producer).
