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2020 One Show - Social Media

Fact Avalanche

Agency Sid Lee / Montreal

Client Protect Our Winters Canada
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OS_SM20_039M

About the Work

Climate change deniers get 49% more visibility in the media and online compared to climate scientists, and only 3% of the content regarding climate change on Twitter comes from an expert scientific source. So for the Canadian elections, Protect Our Winters Canada created the Fact Avalanche, an online tool allowing everyone to #FactBack against climate change misinformation on Twitter. With the help of Hootsuite, the tool followed the most influential climate change deniers and political figures who might have an impact on Canadians on Twitter. When a false fact was tweeted, the tool automatically sent an alert to all participants, inviting them to respond together by shuffling through targeted scientific facts from a custom fact bank built in partnership with Canadian universities and scientific partners. People could join through SMS or email. Canadian companies could also play their part by adding the Fact Avalanche app to their employee channel. Gifs and stickers were also created to #FactBack outside of Twitter. In three weeks, with $0 in media, over 5K people joined in while more than 100 companies added the Slack app to their channel. The campaign drove over 25M earned impressions and tripled the number of followers on POW’s Instagram.