The Florida Pro Chapter of the Society of Professional Journalists (SPJ), America’s oldest and largest journalism advocacy organisation, has trademarked the term “fake news” in hopes of stopping President Trump from using the term as a way to discredit factual news stories he simply doesn’t like. The project was created in partnership with Calgary creative agency, WAX in Canada.
SPJ Florida Pro Chapter is also filing for a trademark on the term and will be sending out cease and desist letters to frequent abusers of the term, including President Trump.
“Trump has popularised the idea that all mainstream media is lying and corrupt. Labelling stories that are critical of him as ‘fake news’ is an effective weapon,” stated Emily Bloch, President, SPJ Florida Pro Chapter. “We’re now seeing people using the term to dismiss truthful stories that don’t align with their politics or views. And that’s a major problem for healthy discourse in a democracy.
“It may seem absurd, or even extreme, to attempt to trademark a popular term like ‘fake news,’ but we’re hoping the idea is provocative enough to get people to stop and think about how they use the term or what it means when others use it. After all, the vast majority of news you hear called ‘fake’ isn’t actually fake.”
The launch video will drive to FakeNewsTM.com which has tips on how to spot actual fake news and what journalists are doing to ensure they report the truth.
Creative Director: Nick Asik
Design Director: Monique Gamache
Copywriter: Chris Lihou
Art Director: Brad Connell, Sam Benesh
Strategy Director: Greg Damus
Account Supervisor: Yash Keough
Account Coordinator: Lexi Scott
Set Designer: Andres Aramburu
Print Producer: Linda Waldner
Production Artists: Thomas Turner & Tina Song
Production Company: Glean Productions
Director: Noah Fallis
Producer: Sean Parker
Camera Operator: Braden Dereniwski
DIT: Alyssa Howland
BTS Videographer: Levi Howland
Sound Mixer: Francesco Russo
Audio Production: Six Degrees
Audio Director: Dan MacManus