New Brunswick isn’t immune to “fake news” and the manipulation of public opinion – that’s the message Elections New Brunswick wanted to take to the voters of the province during the 2018 provincial election. Think critically about what you are told, validate the sources and don’t share it on social media unless you are sure it’s true. But telling that story is tricky – we couldn’t confuse voters or use real political parties. With 8 TV spots (four English, four French) and a series of online ads and social media content, we helped educate New Brunswickers about the risks of disinformation in the online world.
The campaign was successful at spurring conversation and engagement on the Elections NB Facebook page, driving traffic to the campaign website for audiences to learn how to spot “fake news,” and increasing likes on the Facebook page.