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It affects you, stupid!

New York Times launched a brief for the young one's competition in Winter 2019. The brief required to curate and launch a campaign "News Literacy". We came up with an organizing idea, "It affects you, stupid!" that encouraged people to interact with news and Check Their Facts. The campaign consisted of silly-smart taglines and headlines along with fake pop-up shops that were publicized across platforms. When consumers interacted with it, they were left with no choice but to contemplate the credibility of their interaction with news on a daily basis. The campaign was called, Doubt It. Further, we also curated tool resources for audience to verify the credibility of news on the NYT website.

Project Roles
Art Director, Project Manager, Strategist
After Effects, Art Direction, Content Strategy, Copywriting, Creative Strategy, Project Management, Social Media Strategy
Advertising, Branding, Case Study Videos, Illustrations, Posters
Project Industries
Advertising, B2B, Education, Media, Technology
It affects you, stupid!
It affects you, stupid!