Strengthening societal and democratic values
In today’s digital world, disinformation and polarisation thrive in fragmented online spaces. These challenges erode trust in media, democracy, and our ability to move forward together. The Greenwood Digital Initiative is leading the way in rebuilding trust in key societal and democratic foundations.
Collaboration-driven
Our non-profit initiative brings together research institutions, civil society organisations and digital strategy experts to help restore public trust in quality journalism and strengthen access to reliable fact-based information. By bridging the gap between research, societal challenges and digital communication, we create scalable online campaigns that offer objective viewpoints where it matters most – inside digital spaces.
Proactive societal impact
We offer a neutral, data-backed alternative to traditional awareness campaigns, using data-driven digital communication techniques to engage the hardest-to-reach audiences. Our innovative campaigns are measurable, adaptable, and designed for long-term societal impact – helping funders, civil organisations, and policymakers drive positive change in an era of misinformation and digital polarisation.
Digital communication techniques repurposed for societal change
Our initiative is redefining how societies meet the challenge of disinformation. We rebuild trust in fact-based quality media and journalism, and strengthen support for societal and democratic values. How we do this? By repurposing today’s most effective digital techniques to create social impact where it’s needed most.
The Greenwood approach
Instead of fact-checking or countering falsehoods directly (which can trigger cognitive resistance), our initiative subtly restores trust over time using commercial-grade digital marketing techniques. We blend behavioural psychology, targeted social influence, programmatic advertising and dynamic emotional content to slowly introduce objective viewpoints within sceptical digital spaces. Encouraging audiences to re-evaluate their beliefs, without putting anyone on the defensive.
Commitment to societal and environmental values
Beyond our focus on trust in journalism and quality media, the Greenwood Approach is highly adaptable and scalable to drive positive change across multiple societal issues, including:
Democracy protection
Climate misinformation
Sustainability advocacy
Human rights & equality
Work with us
The Greenwood Initiative offers a chance to create meaningful impact through innovation, with opportunities for co-creation and scalable solutions aligned to your mission and values.
We are actively seeking partnerships with institutions, organisations and digital marketing specialists who share our vision.