Strengthening media literacy

Young people today are exposed to far more unmonitored online content than any previous generation, while studies show that they are decreasingly resilient to misinformation and disinformation. Our clients were concerned about low media literacy, in geographies where disinformation may be perpetrated by malicious actors as well as misinformed content creators.

We partnered with governments and local NGOs in 12 countries across 3 continents to expose young audiences and those who influence them to educational content to help them become more resilient to misinformation. We directed audience attention to interactive educational resources to deepen media literacy, using targeting that is only available through programmatic advertising:

– Strategic geofencing of specific buildings and areas of interest, demographic characteristics, interest targeting and relevant websites.

– Browser language targeting to reach diaspora population in 12 countries.