Client: News Literacy Project (in collaboration with The New York Times)
Task: Take your passion and make some work from it. Find a brand or non-profit that supports your cause. Create an idea/action/activation/product- anything that will make a splash, make a difference, make us care. Ideally, you’re doing something and not just saying something.
the
facts
According to RumorGuard, 59% of Americans struggle to identify false information on social media, and 63% of people globally can’t distinguish credible journalism from rumors. As an extension of the nonpartisan News Literacy Project, RumorGuard equips middle and high school students with tools to navigate misinformation. While its core mission centers on youth, its impact reaches far beyond, by also helping adults build the critical skills needed to separate fact from fiction in today’s media landscape.
the big idea
Encourage deeper media literacy by compelling audiences to trace the origin of the information they consume.
By guiding users to credible sources, we turn passive media consumption into active participation, sparking curiosity, critical thinking, and more informed, engaged audiences.
HOW?
The New York Times Presents: The Countdown
This will be a four-part podcast series presented by The New York Times, in conjunction with The News Literacy Project. The series will appear to be offering listeners information about the unspoken history of the Y2K Scare, in commemoration of its 25th anniversary. However, most of the information “uncovered” will be factually incorrect/AI-rendered/entirely made up, in order to show how misinformation is able to spread so quickly. At the end of the series run, the ruse will be revealed, and resources regarding how to combat the spread of misinformation will be provided for listeners.
The News Literacy Project and The New York Times have had an ongoing working relationship dating back to 2008, when the reputable publication became the first participating news organization to endorse it. The NYT x NLP partnership is long-running and trusted, which makes this campaign even more kismet.
execution
PODCAST
LOGO
OOH ADVERTISEMENTS
SOCIAL MEDIA
Seeding conspiracies about the episodes/information through Reddit, Facebook, TikTok, and Reels, in order to bolster conversation
working with nostalgia/history TikTokkers for episode “breakdowns”:
@laurencella92
@kelsscruss
@khalilgreene
@overthemoonfaraway
why it works
This campaign works by turning emotional impact into practical action. It immerses audiences in the disorienting experience of being misled, then equips them with the tools to fight back. By leveraging trusted platforms like The New York Times and integrating free educational resources like Checkology, the campaign builds real media resilience. Through experiential tactics and urgency-driven messaging, it sparks awareness, encourages learning, and empowers participants to critically navigate misinformation in today’s confusing and fast-paced media landscape.
These tools include:
Free and donation-based classes and programs through The New York Times, increasing access to high-quality media literacy education.
A simple way for schools and libraries to request programming, expanding reach to underserved or overlooked communities.
Curated educator resources like The Sift, which provides weekly updates on misinformation trends and classroom-ready materials.
Direct them to RumorGuard, an evolving hub of fact-checked news stories that helps users distinguish between what’s real, what’s AI-generated, and what’s simply conspiracy or distortion.