Armenia Counter FIMI Campaign

Since 2024, Armenia has faced an escalating and sustained Foreign Information Manipulation and Interference (FIMI) campaign. To build resilience against it, an Armenian NGO and a government partner worked with Shift to promote media literacy content to students and educators across the country.

The aim was to drive these audiences to courses that build "inoculation" against FIMI, meaning the ability to recognise and resist manipulation before it takes hold. The wider goal was to raise media literacy across the Armenian population.

We drew on our access to the region's most effective ad tech and our experience there to design a strategy that did two things at once: it expanded reach and kept frequency high within the core audiences. Each audience was reached through three complementary targeting layers: demographic, third-party data and contextual.

Students: We targeted 16–35-year-olds nationwide, added third-party data segments for students in Armenia, and placed ads next to content about teaching, education and media literacy.

Educators: We targeted adults aged 25 and over nationwide, added third-party data segments for educators in Armenia, and used the same education and media literacy context.