Digital campaign for the media literacy platform “Chatovi Online”
Industry: digital education, cybersecurity
Client: Ukrainian IT Hub / BRAMA project
Scope of work: digital campaign | creative concept | advertising creatives | copywriting | performance campaigns
Market: Ukraine
Meaning: The ability to distinguish between facts and fake news is an essential skill today.
Project
Rapid changes in the information landscape, hybrid warfare, disinformation, and the development of artificial intelligence are making fake news increasingly convincing. In such an environment, media literacy becomes an essential skill. It is important for people to be able to distinguish fake content from reliable information and to critically evaluate sources. “Chat Online” is an educational platform created by Ukrainian IT Hub in collaboration with the BRAMA project. Its goal is to teach Ukrainians to recognize fake news and counter disinformation. The campaign’s objective was to draw attention to the platform and encourage users to complete the online training.
Mission
Launch a digital campaign to promote the platform that:
- raises awareness of the “Chatovi Online” platform
- encourages users to complete the training
- explains the topic of information security in simple and clear language
The campaign was designed to be fast, effective, and reach a wide audience.
Solution
The g.agency team developed a digital campaign that breaks down the complex topic of information security into simple, easy-to-understand messages. The creative concept was based on the question: “Can you spot fake news?”
This phrasing frames the topic of media literacy in terms of personal responsibility and encourages user engagement.
Realization
The campaign consisted of several stages.
1. Audience Analysis
We have identified the key segments for our communication.
2. Development of creative assets and copy
We created a series of promotional materials that use simple visual metaphors and questions to engage the audience on the topic of media literacy.
3. Testing
We launched several creative variations for different audiences.
4. Optimization
Based on the initial results of the campaign, we optimized the messages to maximize reach and effectiveness.
Result
The campaign quickly drew attention to the platform and attracted new users to the learning program.
Achievements in a short period:
- Over 1,000,000 social media impressions
- Over 10,000 visits to the platform
- A cost per click 20% lower than the industry average
The campaign helped make the topic of media literacy more accessible to a wider audience and drew attention to the “Chatovi Online” platform.
