Concern Worldwide publishing fake news…for good

While billionaires pay exorbitant amounts of money for the priviledge of being among the first tourist travelling to the Space, just last year, an additional 150 million people were plunged into extreme poverty, which means they are now trying to survive on less than $1.90 per day.
With this facts in mind that could sound like fake news but they are not at all, the ONG Concern Worldwide has just started off the #UnfortunatelyFakeNews its first ever campaign in the USA.
Concepted and produced by FRED & FARID’s LA outpost, #UnfortunatelyFakeNews is Concern’s first-ever US advertising campaign.

Under the #UnfortunatelyFakeNews hashtag, Concern will launch over 50 fake news headlines that report on real, tangible things the wealthiest, most powerful entities could do to end extreme poverty. These are fake but they no way shouldn’t. For example, “SPACE CAN WAIT.’ BILLIONAIRE PUTS PASSION PROJECT ON HOLD. REDIRECTS BILLIONS TOWARDS ENDING EXTREME POVERTY.”

Colleen Kelly, Concern Worldwide US’s CEO said, “No one person, government, or organization can solve income inequality and extreme poverty on their own – we must all work together. Meaningful change requires all of us to recognize our individual responsibility and use our available resources intentionally, so they have a positive impact on the world. With #UFN we hope to bring more awareness to our crucially important mission of ending extreme poverty, whatever it takes.”

Utilizing language, sentence structure, typography, and layout design, typical of a reputable newspaper or major news network, each headline appears to be real, until it lands upon a reveal and a CTA: #UnfortunatelyFakeNews. Until it’s real, please donate.

The #UnfortunatelyFakeNews campaign on a billboard at Los Angeles de San Francisco Financial District (USA). © Concern Worldwide/Fred&Farid Los Angeles

Newscaster segments, featuring anchors and authentic network graphics & music, will disseminate #UnfortunatelyFakeNews in video pre roll and Audio ads will run on podcast networks like Crooked Media and NPR.

The campaign will also appear across Facebook, Instagram, LinkedIn, Twitter, and Youtube. Most of these platforms are considered a breeding ground for fake news. But this is the first time they will see fake news being used, and spun, for a good cause.
This campaign will not only use digital media and social networks. With the aim to drive the point home, and even put the heat on corporations and people who could (but are not) helping to end extreme poverty, #UnfortunatelyFakeNews will appear in high-profile, strategically-placed, out-of-home units in major cities.

Image over the headline.- Space can Wait, one the #UnfortunatelyFakeNews. © Concern Worldwide/Fred&Farid Los Angeles

Related external links:

The 50 #UnfortunatelyFakeNews

Concern Worldwide #UnforuntatelyFakeNews Sizzle Reel

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