// 2023

AI Media Literacy

Create a campaign to educate users on how to spot AIGC online and how to act if that content is spreading misinformation or violating Community Guidelines.

Strategy

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Strategy 〰️

The Misinformation Inertia.

People are worried about misinformation (58.5%), but most of them don't take action (Less than 40% of people conduct basic fact-checking).

If fact and fiction are blending, indifference fuels misiformation.

In a world where fact and fiction blur, indifference fuels misinformation. People want the truth, but often don’t act to protect it.

Show how hard it is to tell reality from AIGC and why awareness is the first step to action.

Execution

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Execution 〰️

Agency: AKQA

My role: as Strategy Manager, I was responsible for owning the strategic vision - shaping the tension, crafting the insight, and briefing the creative team. I acted as the main link between client and agency and led presentations.