Mexican newspaper La Jornada and DDB Mexico have launched a new campaign, “Truth Tag,” a Twitter account that respects the natural use of Twitter and saves the user an external search, all the while helping users exercise their right to be truthfully informed.
“In a world where lies are becoming a new normal and fake news is shaping a public opinion, especially on Twitter where information/disinformation spreads faster, what can we do to be better-orientated,” the video asks.
The tool was programmed by the Autonomous University of Mexico to leverage the reputation of a publication for the user to use as a reference point. Thus, information can be consumed and shared in a more responsible way. The user can verify news by tagging@VerifJornada and using the hashtag #VerificaJornada to see if the news is accurate. If the information is correct, the account will send a notrifican verifying the data with a link to The Jornada’s information.
Credits
CREATIVE AGENCY
PRODUCER: Nadia Gonzalez, Violeta Lopez
COPYWRITER: Tessa Maldonado, Adriana Laroche
ART DIRECTOR: Tessa Maldonado, Adriana Laroche
CREATIVE DIRECTOR: Manuel Vega, Rodrigo Zuñiga, Anna Pontes
CREATIVE AGENCY: DDB Mexico
MUSIC AND SOUND
SOUND ENGINEER: Tony Vijosa
POST PRODUCTION / VFX
POST PRODUCTION HOUSE: CNK Post
