TikTok: Mat Kar Forward

TikTok India, a video-sharing social network, launched a video campaign emphasising the harm of fake news and called on the public to report instances of misinformation.

Campaign details

Brand: TikTok IndiaAgency: Kinnect

Strategy

Objective

Begin a conversation

Being one of the biggest digital stakeholders, TikTok India wanted to start a conversation about fake news and misinformation – a conversation that barely anyone was having.

Emphasize harm from fake news

The culture of forwarding unverified messages, hate speech and fake news has plagued India, and has led to communal tension, civil unrest and even loss of life. And with the dawn of a pandemic, misinformation could drastically risk public health and safety. We wanted to emphasise to users the real-world negative impact of their...

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