Have you ever thought that if the incredibly rich gave even a small portion of their billions, some the world’s greatest problems could be solved? Of course, you have. We all have. Nonprofit, Concern Worldwide, and Fred & Farid Los Angeles have put that thought into a campaign, Unfortunately Fake News.
The campaign uses fake headline and news clips to imagine what could happen if the very wealthy stepped in to help end extreme poverty. The campaign is running in video pre-roll, OOH, in audio ads on podcast networks like NPR and Crooked Media, Facebook, Instagram, LinkedIn, Twitter, and YouTube.
#UnfortunatelyFakeNews will include more than 50 fake news headlines that report on real, tangible things the wealthiest, most powerful entities could do to end extreme poverty. Each ad uses language, sentence structure, typography, layout design, typical of a reputable newspaper or major news network, so that the headline appears to be real until the reveal, #UnfortunatelyFakeNews. Until it’s real, please donate.
The campaign may single out the wealthiest, but the campaign really aims to draw attention to the need for everyone to support the needs of the underprivileged. The ads end with the call to action, Until it’s real, please donate.
“No one person, government, or organisation can solve income inequality and extreme poverty on their own. We must all work together,” stated Colleen Kelly, US chief executive officer of Concern Worldwide. “Meaningful change requires all of us to recognize our individual responsibility and use our available resources intentionally, so they have a positive impact on the world. With #UFN we hope to bring more awareness to our crucially important mission of ending extreme poverty, whatever it takes.”
Client: Concern Worldwide
Chief Executive Officer: Colleen Kelly
VP, Marketing & Business Operations: Robbie Rusbuldt
Director of Marketing: Rebecca Babin
Director of Communications: Candance Patel-Taylor
Agency: Fred & Farid Los Angeles
Chief Creative Officers: Fred & Farid
Creative Director: Chelsea Steiger
Business Director: Peter Jacobs
Writer: Hilary Smith
Art Director: Radouane Guissi
Junior Art Director: Bridget Callahan
Executive Producer: Amanda Van Caneghem
Brand Strategist: Jess Neill
Account Supervisor: Mariam Salcido
Production Company: Ways & Means
Director: Harry Israelson
Executive Producers: Lana Kim & Jett Steiger
Head of Production: Lauren Skillen
Producer: Cédric Troadec
DoP: Ryan Carmody
Head of Post-Production: David Lawrence
Post-Producer: Tamara Treu
Editor: Nate Blackmon