Pinchy

The fake news phenomena have been dominating local and international headlines in recent times. Content is being fed to people continuously and it is difficult for individuals to ascertain what is from a credible source and what isn't. Our client, The Broadcasting Commission, has media literacy as one of the major issues under its remit for FTA TV, radio and subscriber television.

This piece was created for online and sought to increase awareness around the issue of Fake News, and encourage vigilance when consuming content and sharing information in the online space. A popular local vlogger was approached to develop a skit around the idea. The use of the Jamaican vernacular and the comedic style helped persons relate to the message and reached a large cross section of the population. The message was subsequently adapted to a 60 seconds ad which is being aired on local FTA TV and in cinemas. As an education piece, the video received rave reviews from critics, newscasts and the wider public.

It was viewed globally on Facebook over 2 million times and shared over 8,000 times within the first month.