Digital campaign

With the Greenwood Initiative we use smart digital campaigns to drive meaningful changes on critical issues in society, such as weaking democratic values. Our collaboration with research institutions and organisations that share our vision ensures transparency and neutrality in the campaigns. 

 Rebuilding trust in media

Our upcoming campaign focuses on rebuilding trust in quality journalism-based media – empowering fact-based media and strengthening the public’s confidence in reliable information. 

 

The Challenge: Quality journalism-based media has a reputation and trust problem. Trust in quality journalism-based media is declining. Many individuals increasingly question mainstream media and turn to alternative news sources, some of which spread misinformation. 

 

Target Audience: Sceptics of conventional quality journalism-based media. Particularly individuals who prefer alternative news sources or narratives, and sensitive young audiences (14 – 24 yrs olds). These could be users who actively share misinformation, or digital communities where trust of quality media is eroding. 

 

Campaign Objective: Our goal is to subtly debunk misinformation from within echo chambers, without direct confrontation. By challenging misleading narratives in an engaging, non-threatening way, we aim to: 

  1. Guide individuals back to trusting verified sources. 

  2. Encourage critical thinking and reconsideration of manipulated beliefs. 

  3. Strengthening belief in the reliability and integrity of quality fact-based media.  

 

Always-On: The campaign continues running for 12 months. 

 

Agile, Data-Driven Approach 

  • Continuous optimisation and testing with a pilot phase. 

  • Real-time impact monitoring, measuring the campaign’s effectiveness. 

 

Total campaign budget starting at €400,000 

  • Strategy and setup: appr. €191,000 (content creators, analytics, campaign strategy). 

  • Campaign expenses: appr. €225,000 (digital ad spend and influencer incentives). 

  • Scalable campaign impact: maximize audience reach & effect with increased ad spend / incentives.