PressOnePH’s anti-disinformation campaign “News by Kids” bagged Silver at the recently concluded Marketing Excellence Awards 2024 held at Shangri-La the Fort last August 15, 2024.
Launched in March 2024, News by Kids is a collaboration between PressOne and its creative agency Redbin Philippines as an innovative social experiment to illustrate to the public the dangers of disinformation even to children who spent most of their time in front of their gadgets.
Children were asked to write the “news stories” based on information they read or have seen online and heard from their friends and relatives. These were then printed in tabloid-sized limited-edition newspapers shared in areas with high foot traffic. The articles were also shared in a Facebook page created for this experiment.
But behind the cuteness of the children’s handwriting, sketches, and stories hides the alarming possibility that these stories might be false or misleading. A few weeks after netizens analyzed the credibility of the stories, PressOne.PH revealed that the page was a social experiment. Every story written by the kids was fact-checked and published on PressOne.PH’s and shared across its social media platforms.
“This award is a beautiful confirmation from marketing leaders that there are more creative ways to present the dangers of disinformation other than the more conventional fact-checking articles,” said Rommel Lopez, PressOnePH’s Associate Editor.
“We hope that this encourages our fellow journalists and fact-checkers to engage more audiences, especially the youth, so that we can educate more people about the dangers of disinformation if left unchecked,” he said.
RJ Espartinez, Associate Creative Director at Redbin Philippines and creative lead of the project, said “Getting an award is not just a win for Redbin and PressOne; it’s also a testament to the power of truth and our collective courage to stand against fake news. In a world where misinformation often overshadows fact, this recognition reaffirms our commitment to integrity and the pursuit of genuine truth so we can protect every child and safeguard their future.”
Apart from “News by Kids” Redbin Philippines other creative campaigns also bagged various awards at the Marketing Excellence Award. Its marketing campaigns, Sleep Stunner and The Sleep Pledge, for SleepMD also won Silver and Bronze metals.
The Marketing Excellence Awards in the Philippines, now in its fourth year, is presented by Marketing Interactive. The awards aim to recognize outstanding work in the Philippines’ marketing industry, with 42 categories offered to reflect many diverse disciplines. An independent panel of industry leaders and senior marketers serve as judges. – PressOnePH
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