Before the French election on May 7, J. Walter Thompson Paris and French newspaper, Liberation, launched a temporary tool to help people separate facts from fake news. The tool, checknews.fr, was billed as the most powerful search engine. It used humans, not algorithms, to find answers.
The idea underlined the paper’s commitment to providing peerless information, while it gave readers what they most wanted at a time when the reliability of new was being challenged.
During the campaign, #CheckNews became the most trending term on French social media to signal lies and approximations.
872 topics were covered and fact-checked by journalists at Libération.
128M media impressions were generated in 3 days.
It took an average of 2.30 hours to answer a question.
Clearly, the idea worked. Liberation has turned the world’s most reliable – albeit slowest – search engine into a permanent tool against fake news, The Right Search.
J. Walter Thompson Paris
Executive Creative Director: Thomas Derouault
Art Director: Paul-Emile Raymond
Copywriter: Adrien Mancel
Executive Managing Director: Florent Depoisier
Account Director: Dominique Rudloff
TV Producer: Patricia Chemoul
Publisher: Laurent Joffrin
Brand Director: Agathe Purtschet