Disinformation is a dangerous virus and it is spreading throughout the world, impacting how we think, vote in public elections and make government policy. DDB Paris is helping UNESCO to make people aware of the importance of reliable news as part of the organisation’s media and information literacy programme.

The global awareness campaign, read the sources, began with a single idea: information is like food. Its quality depends largely on the quality of its ingredients. When you don’t know what your information is made from, you can’t tell if it’s good or bad. 

The campaign is an invitation by two leading international media outlets, The Globe and Mail* and Society**, to look behind the scenes of investigative journalism by revealing, for the very first time, the sources used to underpin key stories they have covered. The two publications have made available more than 300 documents, including images, audio recordings, interviews and hundreds of PDF files, through a digital experience available on readthesources.com

The goals of the #ReadTheSources initiative are to promote understanding about what makes good information and to recognise the rigorous work of journalists and the importance of verified sources.

The first phase of the campaign is running in press, social media and YouTube until the end of December. The initiative will continue in 2022 with new partnerships being formed with international newspapers.

Credits:

Client: UNESCO
Client Team: Guy Berger, Marielza Oliveira, Tim Francis, Julien Ravalais Casanova & Matthieu Guevel 

Agency: DDB Paris
Chief Creative Officer: Alexander Kalchev
Art Director: Idriss Dabre
Copywriter: Léa Laurenza
Copwriter Assistant: Louis Maschino
Strategic Planner: Cédric Ledoux
Account Team: Vincent Léorat, Mathieu Bliguet, Lauren Riera & Justine Roux
Print Producer: Jocya Mallet
PR Director: Anne-Marie Gibert
Post-producer: Sylvie Dumas
Sound production: Marine Cremer, Cédric Boit, Alexandre Vicart & Clément Reynaud
Motion Designer: Samuel Ben-Simon

Digital Production: Cher Ami
Art Director: Yannice Berthault
Project Director: Guillaume Brehat
Developer: Julien Barret

*The Globe and Mail is Canada’s foremost news media company, leading the national discussion and causing policy change through brave and independent journalism since 1844.                                                  

** Society is a French bimonthly magazine founded 2015 by So Press, whose recent issue containing a report on the Xavier Dupont de Ligonnès affair was a major success.