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 gezondheidenwetenschap.be.
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