Journalism is essential for democracy
But trust is eroding. And we’re stepping in to rebuild it
Together we design digital campaigns to restore trust in journalism, using advanced communication methods that reach the people who need it most.
Photo by Retha Ferguson
The challenge
Using advanced digital tools, we can connect with people who are sceptical of conventional news media or journalism and who are engaging with alternative or false narratives. These could be users who actively share disinformation, or digital spaces where trust in quality media is eroding, especially among young audiences in the age of 14 to 24 years.
Who we are reaching
Today, many individuals are losing trust in quality journalism, turning instead to alternative sources that often alternate facts or spread disinformation. This undermines public discourse, weakens democratic institutions, and leaves societies more vulnerable to polarisation and manipulation.
Audience profiles can be shaped by data and research:
Low Trust: Profiles determined by research, including attitudinal, behavioural, demographical characteristics
High Risk: May have consumed/shared disinformation, media-critical content or has visited selected ‘unserious’ websites or platforms.
Campaign Goals
Rebuild belief in the reliability and integrity of journalism
Encourage critical reflection in an engaging way
Guide individuals gently back toward credible sources of information
Always-on Approach
Campaigns run continuously over 12 months
Agile and Data-driven
Continuous optimisation and A/B testing
Real-time impact tracking
Pilot phase before scaling