Exploring New Models for Fact Checking Organisations Using Social Media.

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FactCheckNI teamed with design agency Rapid, and researchers from Ulster University’s Centre for Communication, Media and Culture, to develop new
methods for engaging the public in the outcomes of their investigations. FactCheckNI believes that bad information erodes trust in reliable sources
of information in Northern Ireland. It undermines public confidence, increases apathy, and reduces participation in democratic process. Misinformation
and deliberate disinformation places another hurdle between people and the accurate information and data they need to understand the world around them
and make informed decisions. So it is of the utmost importance that we find engaging ways to highlight where politicians or media outlets have published mis, dis and malinformation.
The project worked with design agency Rapid to develop a range of engaging, short and punchy videos for social media, and then using targeted advertising
to promote these to effected groups. The videos were underpinned by rigorous and impartial research, and highlighted where contested claims were accurate,
or where no evidence could be found to support the claims.
The project produced:
• Art Direction for Targeted Audience Engagement
• A workflow for producing new approaches to audience engagement
• A portfolio of 30 video assets
• 10 targeted campaigns
• Sample A/B testing data sets for decision making
• A new working model for public engagement
• Recommendations to the sector about emerging best practice and public engagement.
Original languageEnglish
PublisherUlster University
Number of pages44
Publication statusPublished online - 21 Dec 2022


  • Fact Checking
  • disinformation
  • social media
  • misinformation
  • media literacy


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