Fighting COVID Misinformation
(360 Campaign)

Agency: RSE
Client: State of California

Mis & disinformation spreads like wildfire. The state tasked us with developing a campaign that corrects COVID misinformation but, most importantly, does not also show false facts. The concern was that out-of-context screenshots could be shared by bad actors. This proved to be a very difficult task. How can you challenge disinformation without showing what that info is in the first place?

It all started with the broadcast spot. We were inspired by “computer screen movies” and wanted to show how real people may encounter misinformation in their daily lives. The false info is then corrected with red annotations. We directed animation so that the red corrections are always visible to address the client’s concerns about screenshots. Digital, social, print & OOH assets round out this 360 campaign.

Role: Art Director & Designer
Copy: Montana Strohl-Roy
Video: Sean Arnston
Creative Directors: Steve Fong & Darcey Self