Gezondheid en Wetenschap and DDB get their teeth into fake news

Gezondheid en Wetenschap and DDB get their teeth into fake news

The internet is full of clickbait. Teasing headlines often misinform people if they do not read the entire article. This can be dangerous, especially when it comes to your health.

To address this issue, we used the same tactics those websites use to spread misinformation and made a print ad with an attention-grabbing yet completely fake headline. This headline invites people to eat a piece of newspaper, which is high in fiber. At the bottom of the ad, we explain that it is better to first check your sources before jumping to conclusions.

Make sure that fake news does not take a life on its own. Always check a reliable source such as your doctor or

Client: Gezondheid en Wetenschap
Client contact: Marleen Finoulst
Agency: DDB Brussels
Creative Direction: Kwint De Meyer
Creation: Jonas Caluwé, Jan Schoofs
Strategy: Jan Lammens
Account Management: Silvie Erzeel
Design: Sven Verfaille, Céline Godaert

About DDB Brussels

To solve our client’s business issues, we favor our people’s skills instead of the latest buzzwords. Bringing together our people’s talent in strategy, technology, creation and production under one roof results in "work that works”.

Our long-standing experience with people-focused brands (VW, IKEA, Studio Brussel, bpost bank, DKV, letgo, De Persgroep…) inspires an internal culture based on creativity & humanity. This helps us come up with creative business solutions that interact with how people behave today. Our solutions go beyond what is traditionally labeled as advertising and can propel a brand for years.

With a headcount of around 60 people, we are large enough to take up the most serious challenges, while remaining agile enough to respond in real-time to new opportunities.

DDB Brussels
Excelsiorlaan 75-77
1930 Zaventem