The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2021 One Show - Interactive & Online

Truthmark

Agency UncleGrey

Client Canon
BACK TO RESULTS

Annual ID

OS_IN21_029M

About the Work

Photographers are losing credibility because their images are being misused to fuel fake news stories. Fake news is spreading faster than real news, and social media giants won’t regulate their platforms’ misinformation. This is a threat to democracy – and to photography. As a leading camera brand, Canon took a stand and champion truthtelling in photography.
That’s why we created Truthmark – a global database created to stop misuse of images to fuel fake news.
Truthmark is a utility that utilizes digital fingerprint technology to let pro photographers attach their true story to every image uploaded to the site. This way we can ensure that whenever their images travel the world, the true story will follow.
Furthermore, the initiative gives journalists and the general public a tool to verify and analyse images before using them to support or illustrate a narrative.
The story quickly spread through international media and is endorsed and recommended by the Press Photographers Association.