The campaign aims to make buyers resistant to unfavorable facts about Ukrainian refugees
A new marketing campaign by Google’s behavioral tech incubator Jigsaw aims to “pre-bunk” hazardous statements about Ukrainian refugees, focusing on audiences in Poland, Slovakia, and the Czech Republic with video clips made to teach them about the kinds of psychological manipulation the spreaders of disinformation may well deploy from them.
Having its cue from ‘inoculation theory’ and the logic at the rear of vaccination – in which a person is uncovered to a virus, or in this situation exposing them to expertise about misinformation – the intention of the marketing campaign is apparently to improve people’s defenses from untrue details.
“If you notify people what’s legitimate and false, a good deal of men and women will dispute the claims…but what you can forecast are the approaches that will be employed in spreading misinformation, like with the Ukrainian crisis,” Jon Roozenbeek, the direct creator on a analyze of the study behind Jigsaw’s marketing campaign, told Reuters in an job interview.
The stop goal is building audiences “resilient” to anti-refugee narratives. Poland was selected as ground zero for tests for the reason that of its superior quantity of Ukrainian migrants – some 1.5 million have crossed into the country since February, and the town of Warsaw noticed its populace climb by 15% due to the inflow of refugees – even though the other two nations were picked to give a standard plan of how the rest of Europe may well reply, in accordance to Jigsaw head of exploration Beth Goldberg.
The 90-2nd clips had been devised with the help of psychologists from the universities of Cambridge and Bristol and operate for a thirty day period in advert slots on Facebook, Twitter, TikTok, and YouTube. They variety section of a bigger campaign encompassing NGOs, actuality-checkers, lecturers, and “disinformation professionals.”
Recasting the combat from disinformation as a general public overall health disaster has turn into well-liked given that the outbreak of the novel coronavirus in 2020, with UN organizations from UNESCO to the Environment Health Business itself warning audiences to assume right before sharing questionable product lest they unwittingly grow to be “superspreaders” of an “infodemic.”