Debunking Misinformation with Fact, Myth, Fallacy: An advertising case study

As part of our mission to supercharge climate communications in the UK, ACT Climate Labs frequently conduct innovative advertising projects in partnership with climate NGOs. We test new techniques, messages and approaches across diverse media, with diverse budgets. All of our campaigns are designed to cut through to hard-to-reach audiences.

This case study covers a Facebook-only campaign debunking fracking misinformation in partnership with Friends of the Earth UK. In this case study:

About Fact, Myth, Fallacy: Why - and how - we aimed to debunk a national misinformation campaign about fracking.  

Results and Creative: We designed a promising Facebook carousel to combat misinformation. However, unexpected issues thwarted results.

Insights for your next campaign: How well-funded, national narratives need a proportional response.

Click here for the full list of case studies.