COVID-19 Misinformation Campaign 

Overview

How people talk about brands and products on social media has a major impact on what people believe about a topic. For this campaign, CMRignite works on a team of partners for the CDC Foundation to combat misinformation circulating on social media regarding COVID-19. Throughout the pandemic, information circulated that contained little to no scientific proof. In many instances, this misinformation gained popularity among vaccine-hesitant audiences. Because many Americans use social media for news, many took this misinformation as fact. In this project, CMRignite provides information and creative messaging to reach Black/African American audiences with science-based information on how to stay healthy during and after the pandemic. 

Services

Strategic Planning, Creative Development, Digital & Social Media, Public & Media Relations

Our Solution

In this campaign, CMRignite works with 300+ community-based organizations nationwide to distribute creative content through a resource hub for debunking misinformation. By using social media listening–a way to capture what people are saying about a given topic on social media channels—we can easily locate the most popular topics of misinformation that are circulating. Next, we use those topics of misinformation to develop “counter messages” that feature creative, fact-based messages for use on the CDC Foundation’s social media platforms. This includes graphics, short 15-second videos, talking points, and other creative materials available for these organizations.