Outdoor > Ambient & Experiential
THE FAKE NEWS STAND
TBWA\CHIAT\DAY, New York / COLUMBIA JOURNALISM REVIEW / 2019
Awards:
Overview
Credits
Overview
Write a short summary of what happens in the digital or ambient execution or campaign.
We conceived and crafted more than 20 original newspapers and magazines to display at the Fake News Stand. Each had a unique name and layout inspired by a real publication. Every headline was sourced from the Internet – where it had been widely shared – and each publication contained an insert that explained how to spot misinformation, prompting people to question what they were reading.
The placement of the Fake News Stand was highly strategic, located on one of the busiest corners in Manhattan: 42nd Street and 6th Avenue. The newsstand stood directly in the paths of hundreds of thousands of tourists, residents and commuters.
CJR’s staff stood nearby the news stand and engaged each person who approached it. Our publications and the inserts were distributed for free — everyone who interacted with the Fake Newsstand got the full story behind it, and they left with something they could keep.
Cultural/Context information for the jury
American journalism has been on the decline for two decades. Print newspapers have cut more than half their workforce. Local news outlets have been the hardest hit, making the electorate vulnerable to misinformation.
The spread of misinformation and fabricated news stories has gained substantial ground in the past few years, largely due to the rise of social media; according to one study, unverified stories were 70% more likely to be retweeted than real news. 1 in 4 Americans say they’ve shared propaganda online, and two-thirds believe “fake news” influenced the 2016 election.
As the 2018 midterm elections approached, we wanted voters to question the news they were consuming.
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