Cannes Lions

The Right Search

J. WALTER THOMPSON PARIS, Paris / LIBERATION / 2017

Awards:

2 Silver Cannes Lions
2 Shortlisted Cannes Lions
Presentation Image
Case Film

Overview

Entries

Credits

Overview

Description

"The Right Search” is a new kind of search engine, not powered by algorithms coming from Silicon Valley, but by humans.

To sort fact from fiction before the 2017 presidential election in France, Liberation, one of the best-known newspapers in the country, decided to replace the quantity and speed of search engines, by the quality and rigor of journalists to answer voters' questions.

So to help French people find the real facts, they could ask questions on checknews.fr, and journalists investigated their queries before coming back to them a few hours later with answers, backed up by real, not alternative, facts.

Making checknews.fr probably the slowest search engine on earth. But also the most reliable. 1 answer in 2.4 days... and it's not a lag!

Execution

We have decided to launch checknews.fr when, as expected, fake news were published massively the days preceding the TV debate opposing M. Macron to Ms. Le Pen. The debate was followed by 14 Millions viewers and discussed online. We have hacked discussions around the debate targeting any French voter (47 million voters aged 18+ listed) and invited them to ask their questions on checknews.fr to check if the facts shared by candidates were fake or not.

The campaign and website were launched on the 29th of April. The second round debate took place on the 3rd of May. Liberation promoted the operation via its social networks (Twitter and Facebook) and homepage through banners.

Outcome

#CheckNews became the most trending term on French social media to signal lies and approximations.

Liberation has decided to turn the Check News campaign into a permanent tool against fake news.

872 topics were covered and fact-checked by journalists at Libération, with an average of 2 hours and 30 minutes delivery.

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