| Trama | Fake news has been taking the world by storm. Recognizing this, Concern Worldwide -- which has been on a 50+ year mission to end extreme poverty, whatever it takes -- found a way to take fake news, and use it for good.In the campaign titled #UnfortunatelyFakeNews, Concern launched over 50 fake news headlines, calling out real things that corporations, governments, and billionaires could do – but have not yet done – to end extreme poverty.To drive the point home, #UnfortunatelyFakeNews appeared in out-of-home placements, strategically secured near the corporations and billionaires the headlines were referencing.Audio ads ran on podcast networks like NPR and Crooked, known for their real news, where the #UnfortunatelyFakeNews reveal would be even more shocking.Newscaster segments, featuring real anchors and authentic network graphics & music, also disseminated the #UnfortunatelyFakeNews in video pre roll.Social media was a major part of the campaign, spreading the #UnfortunatelyFakeNews across every major platform.+200% Increase in organic site traffic+150% Relative lift in CWW ad awareness+30% Reactive lift in added brand awareness |
| Problema | Just last year, an additional 150 million people were plunged into extreme poverty, which means they are now trying to survive on less than $1.90 per day. Meanwhile, billionaires are racing to space. With the situation more than ever, Concern Worldwide – which has been on a 50+ year mission to end extreme poverty, whatever it takes – is going so far to reach its goal, it’s exposing the corporations, and billionaires who could do more to end extreme poverty. |